IPA welcomes ISBA alignment on call to action for 100% digital ad viewability

The IPA has welcomed ISBA’s adoption of a new viewability standard calling for advertisers to be given the facility to buy digital display at 100% in view.

The development aligns with the IPA’s call to action to Google YouTube and Facebook in August 2017 for the UK to be a test bed for delivering online and mobile video ad supply that is optimised for 100% viewability and which can be independently verified.

Says Paul Bainsfair, Director General, IPA: “We have been pushing for 100% video visibility for a while, and so are delighted with this significant step forward in raising standards. Our IPA research by Les Binet and Peter Field points to video being the most important brand building form online, and so this latest development can only help to further fuel its effectiveness.” 

Read further details of the standard in ISBA's release.

Download the IPA's Media in Focus publication, written by Les Binet and Peter Field, free of charge.

Last updated 21 January 2022