What advertisers need to know about advertising viewability.
We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.
Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.
