Wherever you sit in the digital advertising ecosystem, viewability matters. For brands, it’s a marker of high quality ads; for publishers, it’s the basis of inventory appeal; and for technology providers, it’s the currency everyone wants to trade on. But what makes ads viewable — and how can this be tracked when deals are automated? These were the issues explored at the last OpenX School of Programmatic session for 2016. Taking a look at everything from mobile and video-specific challenges, to fraud, ad blocking and inconsistent standards, Robert Perine, senior product manager, OpenX, explained the current complexities of viewability […READ MORE at: Original Article: www.exchangewire.com]