The issues of transparency, trust, and brand safety — and, by extension, viewability — are now at the forefront for marketers. And research findings reveal that a majority of consumers — 70% to 85% — are served no more than one viewable impression during the course of an ad campaign.

The findings come from research conducted on campaigns throughout 2016 by Integral Ad Science (IAS), which examined digital media quality.

Read the full article here on MediaPost.