Sean Wagner

ZenithOptimedia estimates display ad spending will reach $50 billion this year. At the same time, numerous industry estimates state that roughly 50 percent of ads are never seen. That's approximately $25 billion wasted this year … just on display. Given the Media Ratings Council's recent announcement on the progress of viewability standardization across vendors, you'd expect every agency to dive headfirst into applying viewability measurement across their campaigns. But a funny thing happened on the way to typical vendor assessment …

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