Viewabillity is an important metric in creating trust and re-establishing value in the digital media landscape. Before the metric gained serious strength, even good publishers were getting paid for something that wasn’t ever happening.

We’re all glad for viewability. But, it’s time to get off the soapbox. Seeking 100% viewable impressions sounds good in a board meeting among the under-initiated, but it can be extremely harmful to the real marketing goal.

Viewability is designed to make sure every dollar spent is effective. But it isn’t a metric that defines effectiveness.

Viewability Can Be Too Viewable