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ClickZ Article on Ad Viewability with XAPP CMO Bret Kinsella

Yesterday, ClickZ published an article around the findings of a study conducted by Goodway Group on viewability and measurable performance. For the article, author Mike O’Brien interviewed chief operating officer of Goodway Group Jay Friedman and chief marketing officer of XAPPmedia Bret Kinsella.

The ClickZ article states that, “the real finding of the Applying Viewability Intelligently for Measurably Improved Performance study … is that viewability isn’t that black and white. After looking at 1 billion impressions, Goodway Group also found that sites with nearly 100 percent viewability are actually the worst-performing sites in the programmatic ecosystem.”

ClickZ then gives three pieces of advice to marketers – the first being “Embrace Audio Ads.”

To read the full article, click here or on the image below.

ClickZ XAPPmedia Article

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