Is viewability needed for performance marketing?

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Performance MarketingPerformance Marketing AdvancedIs viewability needed for performance marketing

Is viewability needed for performance marketing?

This depends on the campaign objectives and chosen strategies. If an objective is reached, viewability is important, but not the most important metric. That is the amount of people reached (combined with avg. freq. cap.). If a goal is generating leads and you notice that a strategy with a low viewability is performing the most leads, which are qualitative leads, then there is no direct reason to optimize on viewability.

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Page contributors

Pieter Slingerland
Managing Director Benelux
DQ&A Media Group B.V.
Joost van Wezenbeek
Performance Consultant
DQ&A Media Group B.V.

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