Solving for viewability might be a reason people are ad blocking

Buyers and sellers generally agree: The days of buying and selling nonviewable digital ads should be over. But what if solving for viewability is indirectly causing that other industry scourge du jour, ad blocking? Because the best way to make sure an ad is seen by humans is to run a really obnoxious one — the very kind that leads people to block ads. Subscribe to Pulse to read the rest of the story on the unintended consequences of viewability — and how one publisher has actually managed to solve for viewability without compromising the reader experience.