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“Advertisers’ demand for viewability is frustrating for publishers, who must contend with new contracts, new billing structures and new ways to value inventory, all while ensuring meeting viewability standards doesn’t erode ad revenue,” writes AdExchanger.

At the IAB Annual Leadership Meeting in Phoenix, AdExchanger notes that about half of the publishers said they have sold campaigns based on viewability.

But what “viewability” means is still up for debate, even after the Media Rating Council (MRC) spelled out its standard (50% of the pixels being in-view for at least one second).

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