• http://twitter.com/kirbywinfield Kirby Winfield

    Great take James. As a retargeter, though, I am surprised you missed one of the worst byproducts of the unviewable impression (and one that annihilates the TV skipping comparison): the utter waste of expensive behavioral and retargeting data on unseen ads. Likely a $1B+ problem.

  • http://www.facebook.com/people/Chris-Elwell/662823497 Chris Elwell

    Curious: How did the participants in your panel measure the “unseen” rate? Sounds like a stat that would be difficult to measure and easily manipulated.