Engagement is more important than viewability for effective ads The true value of inventory lies in engagement so the industry must make measuring viewable engagement time its first step along the performance curve towards effectiveness. Viewable engagement time is a very different concept to dwell time; the current industry standard that measures the time between the ad loading and the user closing the tab. Dwell time is not effective for measuring engagement because the user might have left the tab open while taking a screen break, or have opened the tab to read at a later date that never comes. Source: http://www.thedrum.com/opinion/2018/01/03/engagement-more-important-viewability-effective-ads Share It! Share on Facebook Share Share on TwitterTweet Share on LinkedIn Share Send email Mail No related summaries.