Carol Chung and eMarketer’s Lauren Fisher sat down recently for a second round of conversations about ad fraud and viewability. Excerpts are below.

“Controlling the consumer experience is important, but it sometimes conflicts with other factors publishers are considering. Carol Chung, senior vice president and head of media technology at DigitasLBi, noted this is sometimes the case for publishers already redesigning for viewability. For example, the drive for viewability has pushed publishers to return to old formats that are viewable but annoy consumers, like pop-ups or ads that scroll with you.

‘I think it’s dangerous to chase down viewability for viewability’s sake,’ Chung said. ‘You might be reporting 100% viewability, but your customer will be super annoyed at you. So there’s a direct correlation between viewability and ad blocking.’ ”

Carol Chung, SVP, Media Technology, DigitasLBi

Originally featured on eMarketer