Feb
09
IAB Points to Vendor Reporting as Key Issue in Viewability Debate
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The new chairman of the Interactive Advertising Bureau began his tenure yesterday with a stark look at the challenges confronting publishers and ad-tech companies being pressured to transact on viewable impressions.
“We are living through this transition in real time and it’s confusing and time consuming for all involved,” said the new chairman, David Morris, at the IAB’s Annual Leadership Meeting in Phoenix.
Mr. Morris, also the chief revenue officer of CBS Interactive, delivered his speech amid increasing pressure on publishers to charge only for those ads which have the chance to be seen. The IAB recently came out with a recommendation that advertisers seek 70% viewability during 2015, which it called a “year of transition.”
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