Is 100% Viewability 100% Necessary? Maybe Not

In this MediaPost Real-Time Daily article, our COO Jay Friedman talks about our recently released viewability white paper and our research study’s key findings. “The research clearly shows the benefits a viewable impression has over one that isn’t viewed. No one doubted that,” said Jay Friedman, partner and COO of Goodway Group, in an email to Real-Time Daily. “What the paper also shows is, the amount of ‘gray viewability’ is frustrating, [which complicates] any  ‘case closed’ answer on whether or not 100% viewability is beneficial, reasonable and necessary.”