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Marketers buy media to reach "eyeballs" in an effort to create awareness for their brand and influence consumers. If a marketer's advertisement goes unseen, there is no opportunity for the message to have an impact.  An ad being seen by a human is therefore a fundamental requirement for all advertising. Digital media presents a unique and exciting opportunity to directly measure whether an ad was in-view of a consumer.Kevin Solinger, the Viewability Technology Product Manager, provides a quick overview of what viewability is in this video.  

Viewability in Digital Media