02.10.2017

Now you see me, now you don’t

Raouf Ketani, Head of Annalect and Christos Solomi, Executive Director at Programmatic examine the hot topic of Viewability

Marketers have dreamed of a world where there is 100 per cent viewability, but this shouldn’t be the only measurement to take into consideration when looking at digital performance.

Viewability was never meant to be the sole metric, but given its recent rise to prominence, alongside brand safety and ad fraud, it has become something of a fixation within the industry and indeed outside of it.

In this month’s GMR, Raouf Ketani, Head of Annalect and Christos Solomi, Executive Director at Programmatic take a closer look at this hot topic and how marketers can utilize it, as part of a larger digital measurement strategy. Read the full article here.

For further insight on why viewability is so important and why we need to change our approach, Omnicom Media Group MENA’s CEO, Elie Khouri, shares his thoughts in Communicate magazine. Read more here.

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