In what it is claiming as a world first, the Interactive Advertising Bureau has set a line in the sand on viewability, but warned the space is too complex to rely on a single measurement. IAB CEO Vijay Solanki says viewability benchmark is a ‘world first’ The IAB revealed its white paper that sets a range of standards in reaction to growing concern about the way in which the impact of ads is being accounted for. It said that ads that are non-viewable and non-measurable do not amount to fraud. Unveiling the benchmarks, IAB CEO Vijay Solanki said the […READ MORE at: Original Article: mumbrella.com.au]