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ISBA: achieving 20/20 vision for viewability standards must be a priority in 2019

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There has been much debate in our industry about what constitutes a viewable impression...

In this piece published in The Drum, Stephen Chester, Director of Media at ISBA, explores how far we’ve come in agreeing how viewability should be measured. Amongst other recommendations, he advises buyers to understand the capabilities of viewability tools using independent guidance, such as our own Viewability Report.


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The Joint Industry Currencies (JICs) are owned by the industry - advertisers, agencies and media owners – to provide transparent and objective audience measurement for each medium. These data are produced and sold at cost providing both industry accountability and a robust trading currency for each medium.