Operam in AdExchanger
As brands become “more aware of viewability as a metric, [they] are demanding make goods on the grounds of viewability,” said Brian Lam, director of programmatic at digital agency Operam, despite the fact that “viewability isn’t the best or the end-all be-all KPI.”
Even so, viewability is a metric by which brands – especially those frustrated by programmatic returns – could demand repayment from agencies.
“So, we’re looking for ways to make that table stakes,” Lam said.
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