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That means that advertisers and publishers can use Moatís data and analytics to buy and sell mobile ads--and ensure they are viewable (instead of off screen in places users havenít scrolled down to).
Though the MRC set guidelines for mobile ad viewability earlier this year, it had yet to verify any third party company to measure mobile viewabilty. That hasnít stopped advertisers from pushing to buy only viewable mobile ads, using whatever data is at their disposal.