They say one swallow does not make a summer, but on the topic of viewability and fraud in digital advertising there seems to have been an encouraging flurry of swallows recently, and I hope we are gaining real momentum on this industry-defining issue. I for one am having an increasing volume of engaged discussions with fellow advertisers such as Vodafone, agencies like WPP and Omnicom, media companies like Facebook and Google, and many more.

However, recently I also had a rather confused conversation with a very senior advertising agency CEO on this area – and it struck me that if he was so perplexed, no wonder we are making such slow progress as an industry.

While the digital ad industry moves like a speedboat, progression of the viewability standards and measurement system has been drifting along like a rowing boat with a dragging anchor. Some of you will know I have been a vocal champion on the need to address this at an industry level for several years. I have had more conversations, debates and arguments in this area than most, so let me try and pull it all together.

Think of the three Vs: viewability, verification and value.

[…READ MORE AT: Original Article: www.marketingweek.com]