‘Viewability is the starting point’: Asics tests attention metrics for ads

Asics is drawing a line in the sand.

Expectations of viewability metrics are evolving at the sportswear brand, where ads are only bought if they’re 100% in-view for a certain length of time.

The advertiser is using a viewable cost-per-thousand impression to avoid paying for ads that are not in view. It measures whether the ad is in view and duration of each impression, not the aggregate measure of all impressions that advertisers typically use. While the aggregate viewability measure has...

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