• 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