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GroupM Sets Its Own Viewability Standards For Social In-Feed Ads | AdExchanger
“We will test until we’re happy that we’ve got really good data, but it’ll probably take us three to four months to do that,” Montgomery said. “We want to study it more before we put a definitive line in the sand with duration.”

For instance, a user engages with a six-second YouTube pre-roll ad differently than a vertical video ad on Snap. If those discrepancies are significant, they could lead to the need for different viewability standards across platforms – and ultimately add more complexity to the viewability conversation.

“It would be great if we could have one standard that makes sense to most people, but we may well end up with having to adapt standards for other formats,” Montgomery said.
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