New Time-Spent Metric Seeks to Move Marketers Away From Clicks (Mary Lisbeth D'Amico)

The viewability of digital ads remains somewhat of a sore point for the online ad industry. Market participants recognize advertisers' needs for a more satisfying metric than click-throughs and impressions, which provide no evidence of whether users actually saw and engaged with an ad, but the industry has been slow to change. (clickz.com)