MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands, in partnership with Moat, part of Oracle Data Cloud, and The Trade Desk, Inc. (NASDAQ: TTD) today announced the results of a yearlong and groundbreaking exploration into the importance of viewability in performance-focused direct response campaigns. The resulting report, Pulling Back the Curtain: Viewability & Direct Response, uncovers the impact of viewability on digital conversions, how the MRC standard compares with alternatives, and how direct response focused advertisers should approach viewability when making buying and measurement decisions.

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