Marketers Shouldn’t Separate Viewability From Scale - AdExchanger– AdExchanger

Summary: “Scale” in this instance means bulk, and the advertiser that prioritizes bulk buys over viewable impressions is happy to buy more impressions on the chance that some ads with a lower probability of coming into view are actually seen by consumers. The advertiser is playing a numbers game and is, in essence, gambling its budget. Marketers Shouldn’t Separate Viewability From Scale - AdExchanger– AdExchanger