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How Viewability Fits in a Successful Campaign Strategy

A version of this post originally appeared in Digiday.

It seems like a total no-brainer: No one wants to pay for ads that can’t be seen. But viewability is just one factor in an effective campaign. Focus too narrowly on it, and you can compromise targeted reach, conversions and brand lift, and you risk overspending on a parameter that’s not generating nearly enough value. It’s simple math: viewability is a useful metric but doesn’t add up as a be-all end-all goal for marketers.

With the World Federation of Advertisers reporting that programmatic represents more than 15 percent of its members’ budgets and almost $20 billion, there’s clearly a lot at stake.

Tyler Hampton

Director, Product Marketing