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Controversy Rages Over How to Combat Phantom Ads

Frustrated by an online advertising marketplace in which many banner ads and videos are paid for but never seen, ad agencies and their clients have begun demanding that publishers provide robust, contractual guarantees on ad “viewability.”

But many in the online ad business fear the new requirements are unrealistic. Some say these minimum guarantees could limit the amount of available inventory that can be advertised on, making large-scale campaigns difficult.

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One possible fix, especially when advertisers and publishers are using different software, could be relying on third-party software that acts as an arbiter anytime there’s a discrepancy.