Viewability has become more and more of a hot-button topic over the past couple of years,” said Keith Candiotti, chief executive officer and founder of Optimera.

Speaking at the INMA World Congress of News Media in May, Candiotti added that a lot of people are looking at viewability as just another metric.

“But instead, what we think we’ve realised is that viewability is actually the mother of all metrics,” Candiotti said. “Because if you don’t see the thing, you can’t click on it, there can be no conversion, there can be no attribution whatsoever.”

Therefore, in his eyes, viewability could be the metric that affects change across a publisher’s entire business.

“We can use that to optimise not only ads, but also content, video, native, subscriptions, and beyond,” Candiotti said. “So we really think it’s going to be one of the most important metrics.”