77% of brands look to time-in-view as a quality measure while agencies are still prioritizing viewability.
We partnered with Digiday to survey 300 industry professionals and conduct qualitative interviews to better understand how buyers and sellers are defining and evaluating audience attention.
Other Key Findings
81% of buyers are planning to test CPM-based approaches for time-based-buying vs. only 10% focused on other currencies
89% of buyers said that their peers had not yet accepted the true cost of quality inventory
95% of all respondents were ready to move beyond viewability to other measures of quality and engagement