Do marketers really need 100% viewability for digital ads?

Twitter has introduced a new lower standard for the viewability of digital ads on its platform following requests from advertisers. The move comes despite widespread industry calls for 100% viewability and raises questions over it is really as effective as some marketers think.

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Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

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