While publishers and advertisers are essential in agreement over what constitutes a “viewable” digital advertisement, the technology for measuring ‘viewability” is a big problem, with multiple tech vendors coming with vastly different findings, says Randall Rothenberg, CEO of the IAB in this interview with Beet.TV
He says that there are disparities of 30-40 percent between tech companies. He says the industry has to work together to make sure that disparity between companies is no more that 10 percent.
On the topic of ad fraud, he is optimistic that the problem will be solved. But he notes that the “holes” in the supply chain need to be plugged.