Mobile viewability is a tough nut to crack.
The idea is deceptively simple. Make sure that the audiences you’re advertising to have the opportunity to see your ad.
But the execution? The ability to actually ensure mobile viewability? That’s complex.
The below infographic breaks down exactly what makes ensuring mobile viewability such a puzzling conundrum. In short, the difficulty lies in the overly-complex ecosystem that is mobile advertising today.
Generally speaking, mobile doesn’t play by the same rules as desktop. The screen sizes are smaller and more varied. The cookies that work on desktop don’t work on mobile. And the development and continued popularity of mobile apps currently works to segment mobile advertising into two distinct groups: mobile web and mobile app.
Layered on top of the above considerations rests the reality that mobile, like all of digital advertising, is going programmatic. That is to say, mobile ads will increasingly be bought and sold by automated computers in real-time.
That being the case, the placement and delivery of mobile ads has to happen in mere milliseconds. And due to the current over-fragmentation of the industry, each technological interaction represents a potential point of failure.
Ultimately, when these miscommunications and failures happen, viewability can no longer be ensured and mobile campaigns suffer.
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