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Maintaining a good user experience while offering high ad viewability remains a complex juggling act for publishers.

To some publishers, the overall push to attain high ad viewability has come at the expense of, and a detriment to, the user experience. After all, ad viewability was introduced as a metric to appease ad buyers that they weren’t squandering budgets on ads that weren’t seen because they weren’t visible on the page. It was never about enhancing the user experience.

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