Understand the critical metrics that viewability alone doesn't measure. And uncover new ideas about visibility as a performance indicator as Kargo explores various digital platforms to understand which types of ad units capture visual attention in its latest research study, 'Viewability vs Visibility'.
Viewability has traditionally been the most popular indicator of a digital campaign’s success. The premise might seem indisputable: if a unit is on-screen (viewable) for a certain amount of time, then the advertising is doing its job. But is this assumption valid? Viewability alone doesn’t seem to capture whether an ad had a lasting effect on the consumer.
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