On Viewability: Or I'm Sick of Seeing Kate Upton in a Milk Bath
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I play “Words With Friends,” the hit mobile game (motto: “We’re totally not Scrabble”). For the past two months, between every round of humiliating wordplay, I’ve been served ads for another mobile game called “Game of War.” The ads, including one that started life as a Super Bowl spot, feature swimsuit model and “actress” Kate Upton in the role of a quasi-Viking warrior goddess or something.
Sometimes I can skip the ads after a few seconds. Sometimes I can’t. But I can always see them. I can’t not see them, unless I literally turn my phone away from me, which would look pretty weird to anyone watching me (though not half as weird as them spying on me in the bathroom while I play “Words With Friends”).
I’m sick of “Game of War” and its ads. If you’d told 15-year-old Ken that one day he’d have a cordless magic space phone that could hold entire libraries, answer pretty much any question, map the globe and show him video of a half-nekkid swimsuit model sitting in a milk bath — and that adult Ken would grow bored, even frustrated by the sight of this model — well 15-year-old Ken would call you crazy and wonder why the hell he was using that phone to play “Not Scrabble” in the first place.
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