The transition to viewable ads as the online ad currency of choice doesn’t have to hurt. Just ask Hulu. While many Web publishers are reporting that advertisers’ growing insistence on buying only viewable ads has hurt their bottom line, Hulu says that adapting to viewability has led to more business.
The online ad world is racing to make only viewable ads — ads people can actually see — the standard currency for the industry. And that race is causing major pain for Web publishers while wreaking general havoc in the ad marketplace, say executives from major media companies, digital native firms and top ad agencies.
