The survey, from Morar Consulting on behalf of media insights firm Turn Marketing Platform, revealed that 57% of agency professionals who do not wholly trust metrics currently in use are under the age of 30.

The findings also revealed that only 28% of respondents aged under 30 see viewability as a key requirement on the supply side. Looking at all generations, agency executives prefer to see context and quality ( 62%) and good audience metrics ( 56%) from publishers and ad networks, rather than viewability metrics ( 48%). 

Furthermore, less than a third ( 30%) of brands use advanced viewability options, such as AVOC (audible and viewable on completion). 

"While only 28% of younger execs who are buying media say viewability is a key requirement from the supply side, the discrepancies do not prove one generation correct and the other incorrect," said Paul Alfieri, senior vice president at Turn Marketing Platform.

"Where one group has grown up with digital and challenges incumbent metrics, the other has experienced the rise and transformation of television first-hand."

Further details can be found here.