Advertisers should be offered 100% viewability says Isba as it unveils fresh digital standard

The Incorporated Society of British Advertisers (Isba) has launched a new viewability standard, calling for brands to be given the facility to buy digital display ads in 100% view.
Many advertisers, including the world’s biggest spender Procter and Gamble (P&G), subscribe to the standard set by US-based body the Media Ratings Council (MRC) that ads should be at least 50% in view.
However, Isba has said it’s own long-term aim is for there to be a market where brands are able to bu