Asaf Greiner, Founder & CEO at Protected Media, Adby's Anti-Fraud technology partner, writes:
The digital ad space will continue to grow and prosper in 2017, but so will certain risks. There will be more opportunities for ad placements within mobile apps and mobile messaging programs. There will also be the risk that only a low percentage of the ads will be viewable.
As a result, the currency has switched from a served impression to a viewable impression. So what exactly is viewability and are measurements useful? It depends on who you ask.