Impressions vs. Eyeballs: What Are You Really Buying?

When advertisers put money on campaigns, what they are looking for is audience, i.e. eyeballs. But what is bought are actually impressions, which are just ad-served onto pages and sites. Was that impression served to a real human rather than a bot? Was that ad actually in the browser-viewable window or was it below-the-fold? Or even in a tab that is 10 layers down in the browser?

How can advertisers really equate impressions to real eyeballs so that they can better optimise their campaigns and get better ROI? In this presentation, Joe Nguyen, Senior Vice President, Asia Pacific, Comscore, Inc. discusses the issue and what is being done to help advertisers.