Viewability has become an issue of concern for many advertisers, and while standards and metrics are amidst debate across the industry, there is still very little known or understood around the impact of device on the viewability of advertising. To help address this lack of insight, YuMe and Nielsen have partnered to explore the influence of devices, namely mobile and connected television, on the relationship between advertising that is served to a viewer as being viewable or that is attended to (viewed). For the first time, traditional viewability metrics like "view time' and 'percent in view' and being addressed for emerging platforms to understand their influence on the effectiveness of adverting served across these different devices.
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