Word to the Wise: 100% Viewability

Like the beautiful but mythical unicorn, it seems there is no such wondrous thing as 100% ad viewability, despite what some may claim. Consider: At an event on the topic one panelist from an agency fervently claimed to purchase only 100% viewable ads for clients, then later discussed the make goods it gives those same clients for not meeting its viewability SLAs.

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