Viewability is a curious and divisive topic. If your ads have 100% viewability, that is good, right – you have achieved something? Not necessarily. What really matters is that your ad is viewed by your target audience. The importance of viewability has become somewhat skewed. Simply getting your advertising in front of people – be that through print, tv, or those 5 second YouTube ads you can skip – is the lowest tier of marketing and advertising. In other words, it isn’t enough. In order for it to have any impact – viewers have to click through. Advertisers have to be able to accurately track and use that information to target more effectively. This is, of course, one of the central focuses of what marketing is all about – not just being seen but making the meaningful conversion.