Carat Sydney's Rich Way talks Viewability with B&T
Carat Sydney's Head of Digital and Data fills B&T in on what the media industry really thinks of viewability - a hot topic in market currently.
Excerpt only - click here to see full article.
"The push for viewability has mainly been driven by agencies and clients, said Rich Way, head of digital and data at media agency Carat. And it’s pushed publishers to adapt to the demand for being accountable in a digital world.
“The key thing for a lot of agencies however is how much value should we put on what is technically classed as viewable,” he said, referencing the current model of 50 per cent pixels for a minimum one second."