As we begin to sift the huge amounts of data at our fingertips, we are starting to see a move toward better advertising solutions: more targeted and more relevant ads served to potential customers who will actually act on them. This is needed in display advertising more than any other.
In 2012, we started to see publications shift toward more effective types of inventory from ad servers. Sites such as Forbes and USA Today have moved from allowing served ads to viewable ads, which means advertisers aren’t being charged for ads that aren’t seen by the consumer.
Some may consider this a bold move, and those serving the inventory are likely to unhappy with this move, but a movement to a viewable ad measurement, will make the ROI of display advertising reflect the actual truth of what is seen.