It makes sense that the industry has been focused on viewability through a media-centric lens. With this approach, media buyers and sellers can determine whether specific ads are in view and which ad units and pages offer the greatest chance for being seen. After all, advertising has no chance of working unless consumers have the opportunity to see the ads. But the entire digital advertising ecosystem exists to support brands and their efforts to reach and influence consumers. And although brands want their ad campaigns to have high viewability rates, more importantly, they want to ensure that their messages have an impact on targeted consumers. While these two points sound indistinguishable, they are not because all media are not created equal.