DMEXCO 2015: Moving the dial: viewability for online branding

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It’s time advertisers woke up to the fact that not all impressions are equal, writes InSkin Media’s Steve Doyle.

One of the clear lessons as the supply in digital inventory ballooned in the late noughties, was that you could buy advertising cheap. Really cheap. The cheaper it got, the easier it became to run large direct response driven campaigns, buying billions of ad impressions for pence. This propagated the rise of the ad network, where people bought a lot, but did not necessarily achieve the results they were hoping for.

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