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FEATURE21 November 2013

Believed to be seen

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Viewability metrics will soon be the primary trading currency for digital display advertising. Marketers can’t wait to start getting what they’re paying for.

When advertisers pay for an ad, they want people to see it. But estimates are that, in 2012 at least, 1.8 trillion online display ads were paid for but could not be seen. No wonder marketers are ...