The gist: Some marketers are split on whether viewability or ad fraud is a more pressing issue.
More information: “Although industry groups have made a big push to emphasize viewability, some executives claim that viewability isn’t as big a problem as it is made out to be. One executive, speaking on the condition of anonymity, called the industry’s focus on viewability ‘a red herring that fails to address the pervasiveness of fraudulent traffic,’” reported Digiday.
“However, others see the lack of viewable ads as one of the biggest problems in the digital ad supply chain. These issues aren’t dichotomous, but because there is disagreement about which one creates more problems in the digital advertising environment, Digiday asked some advertisers what they see as a bigger scourge: whether an ad is in view on a browser or app, or whether an ad is actually being served to a human,” the article added.
Digiday provides insight from six marketing execs who weighed in on the debate.
Jonathan Barnard, head of forecasting at Zenith, said to Digiday, “Anything that prevents ads being viewed by humans wastes advertisers’ money. In terms of numbers, viewability issues are probably a bigger problem than bot fraud, but they both need to be tackled with urgency. … More human views are probably lost to ads being non-viewable than being served to bots.”