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- W3204690954 endingPage "134610" @default.
- W3204690954 startingPage "134593" @default.
- W3204690954 abstract "Within the online advertising ecosystem, viewability is defined as the metric that measures if an ad impression had the chance of being viewable by a potential consumer. Although this metric has been presented as a potential game-changer within the ad industry, it has not been fully adopted by the stakeholders, mainly due to disagreement between the different parties on the standards to implement and measure it, and its potential benefits and drawbacks. In this study, we present a survey of the role that viewability can have on the main challenges of the online advertising ecosystem depicting the main applications, benefits and issues. With this objective, we provide an overall picture of how viewability can fit within the ecosystem, which can help the different stakeholders to work on its adoption, integration and establishing a research agenda." @default.
- W3204690954 created "2021-10-11" @default.
- W3204690954 creator A5071199124 @default.
- W3204690954 creator A5073778588 @default.
- W3204690954 creator A5084666723 @default.
- W3204690954 creator A5090886324 @default.
- W3204690954 date "2021-01-01" @default.
- W3204690954 modified "2023-10-12" @default.
- W3204690954 title "A Survey of the Role of Viewability Within the Online Advertising Ecosystem" @default.
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