P&G is leading the way out of the viewability rabbit hole

In an endless pursuit of viewability, the digital advertising industry has ended up in somewhat of a rabbit hole. Just like Alice on that infamous descent into Wonderland, we have chased an enticing opportunity – a metric that gauges if ads can make an impact – only to find ourselves in the dark when it comes to understanding the bigger picture of campaign performance.
Now the world’s largest advertiser, Proctor and Gamble (P&G), is leading the way out of the rabbit hole by