Viewability threaded its way through many of our sessions at last month’s Video Ad Summit, underscoring how important a topic it remains in the online video advertising industry.

Once again, the conference featured a dedicated session on viewability, which was presented by IAB and included Jonah Goodhart (CEO and Co-Founder, Moat), Rick Mandler (VP, Strategy and New Media Sales, ABC Television Networks), Mark Yackanich (CEO, Genesis Media), Julian Zilberbrand (EVP, Activation Standards, Insights and Technology, Zenith Optimedia), with Matt Prohaska (Principal, Prohaska Consulting) moderating.

The participants discussed the evolution of viewability standards, the challenges of consistently measuring viewability across devices, the complications resulting from Facebook and YouTube not allowing third-party viewability measurement, where viewability is heading over the next 12-18 months and much more.