What if advertisers only paid for display ads that were guaranteed to be seen?  In Lessons on Viewable Ads, the discussion covers what this means for publishers and advertiers.

The implication for publishers is that they will have to take into account the viewability of the ad and set the price accordingly.  Since spots below the fold will command a lower price, publishers will have to make sure that premium ads are priced high enough to make up the difference.  Meanwhile, publishers will have to maintain consistent and seamless ad delivery because issues with ads loading will be costly.

For advertisers, viewable ads could offer leaps forward in determining campaign effectiveness.  If ads are guaranteed to be viewable, then whether users click or not depends on elements within the brands' control, including the quality of the creative, targeting, etc.

Check out the full article here.

Photo Credit: MDG