Viewability Could Become an Issue with Some In-feed Formats

In-feed formats have been hugely successful for mobile publishers and are playing a major role in generating additional video supply, especially on mobile. While some of the leading in-feed formats comply with desktop viewability standards (we’ve yet to see an agreed standard for mobile) and only play when in-view, there could be scope for abuse if less scrupulous players enter the mobile market, as Robert Kramer, General Manager, Mobile at OpenX, explained to VAN. Kramer also discusses how mobile publishers can make best use of their data to make their inventory more attractive to buyers. Filmed at Mobile World Congress in Barcelona.