Back in December we reported on how Google was going to be offering advertisers a model for buying ads based on ad viewability. With Google leading the way, it was only a matter of a short time before that idea went mainstream.
Viewability has always been a bone of contention in the industry as advertisers were buying based on scale/quantity but not necessarily quality. The viewability of an ad is generally accepted as the ad being 50% visible for at least one second. With this movement we’re going to see more options to buy on a vCPM basis, however, there will still be a discrepancy in how viewability is measured, and therefore the value of it across the board (ie. being able to properly compare it to assess the value it has in a campaign). Hopefully the industry will settle this in 2014 and viewability will properly become a well-used data point and buying model.