This report, released in July 2017, offers a first look at display advertising viewability rates in Southeast Asia – the first phase of an industry initiative to reach a consensus on the state of viewability in the region across formats.
About the IAB SG Viewability Initiative
There was previously no industry consensus or independent verification for how markets in Southeast Asia fared when it comes to viewability standards and definitions set by the MRC and other industry bodies. To help fill this gap, IAB Singapore established the Viewability Working Group in May 2016, bringing together major players from platforms, publishers, agencies and brands to piece together a realistic perspective of where the region sits compared to mature markets and other regions. The testing initiative has four planned phases: Display Advertising, Video, Mobile and Premium Publishers.
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