Description: Because of in-app ad spend’s recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

Source: eMarketer.com

Date: Feb 25, 2019

Link: https://www.emarketer.com/content/why-is-mobile-app-ad-viewability-so-hard-to-measure?ecid=NL1001

Questions for discussion:

• Summarize the key points in the research data.
• How should managers deal with these issues they face?