IAB Australia set to release white paper in bid to bring clarity to digital ad viewability debate

The Interactive Advertising Bureau will release a white paper next month in a move it hopes will finally bring clarity to the vexing issue of digital ad viewability.

A Viewability Taskforce has spent the past few months working on what IAB Australia described as a “consistent definition” of viewability.

It will also extend its focus to a broader range of ad effectiveness measures “over the coming months”.