Brands With Their Own Viewability Standards Are Causing Headaches for the Ad-Tech Industry

In 2014, the MRC established standards to measure viewability, requiring 50 percent of a display ad to be in view for one second and two seconds for video ads -before an advertiser is charged.

Brands and agencies lean on stricter viewability standards to eliminate poorly performing ads and cut media costs -

Programmatic advertising now requires more manual processes, after all the promise of it in creating automated ad-buying systems that run through algorithms and software.