Engagement is more important than viewability for effective ads

Measurement in digital advertising is getting savvier as Jon Mew, chief executive of IAB UK, recently explained: “Marketers are moving away from generic KPIs into what really matters – effectiveness, or the impact the ad had on the consumer in driving business results.”
While I support this view, and measuring the effectiveness and efficiency of ad campaigns is something the industry should aspire to, there is a long way to go to achieve this goal outside of direct respons