Digiday’s “Cloudy View On Viewability” article states that the ad industry seems to be turning its head to the fact it pays (and always has) for ad impressions that never get seen (ie if a user doesn’t scroll down the page to see the ad).  The reality is, users are migrating from desktop browsers to mobile browsers, and I believe mobile ad tags (ie Google’s DFP Mobile) only render ads that come into the viewport, so the problem may be in the process of fixing itself.

Digiday’s “Cloudy View On Viewability” article states that the ad industry seems to be turning its head to the fact it pays (and always has) for ad impressions that never get seen (ie if a user doesn’t scroll down the page to see the ad).  The reality is, users are migrating from desktop browsers to mobile browsers, and I believe mobile ad tags (ie Google’s DFP Mobile) only render ads that come into the viewport, so the problem may be in the process of fixing itself.