Viewability data, programmatic measurement and fraud finger pointing

Viewability data, programmatic measurement and fraud finger pointing

Publishers are tackling the issue of viewability with big-time data, and they are forging partnerships to see help in doing just that. On the other side of the coin, brands are honing how they’re measuring their programmatic efforts all the while looking at quality and audience in real-time. Let’s not forget that fraud is (still) a huge issue to everyone involved, and there was a bit of finger-point this week and some new efforts to curtail that garbage traffic.

Here are a few highlights from some of the industry news we came across this week.