We Have A Floor For Viewability -- Do We Need A Ceiling Too?

It has been interesting discussing the ramifications of digital display possibly moving toward time-based metrics. Rather than just paying for advertising that meets the IAB UK or MRC standard of 50% pixels for a second 

Link de la noticia: 
https://www.mediapost.com/publications/article/322574/we-have-a-floor-for-viewab...