Viewability is an ongoing hot-button issue in the advertising industry. When fewer than half of all impressions are actually seen by humans – and the constant threat looms of bad actors using robotic or other means to create false non-human traffic (NHT) – how do we know what we are truly getting for our digital dollars?

Our industry was built on clicks as the definitive currency. In the early days of digital advertising, the click was all we had; it was a proxy for consumer engagement. It was the only indication we had that anyone was interested in our ads. “Eyeballs” couldn’t really be measured.

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