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Advertisers and agencies have become increasingly concerned that they might be paying for ads that no-one sees. Equally, they want to ensure their ads are actually seen by their target audience. Viewability is a measurement that tracks impressions and counts the number of ads that are visible to a user. The IAB* describes viewability like this: “A delivered ad view can be classified as a viewable impression if the ad is visible in the browser window, the browser tab is…

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