When viewability costs become prohibitive, what is usually the reason?

When viewability costs become prohibitive, it often relates to the goals that are established for the campaign. Campaign objectives typically dictate the standards for viewability, which can drive costs higher if the goals are set very broadly or if they are aggressive in terms of target audience or impact. For example, if a campaign seeks an exceptionally high viewability rate, advertisers may need to pay a premium for inventory that meets those strict criteria.

This focus on achieving specific viewability metrics can result in higher costs, as the supply of high-viewability placements may be limited and more competitive. Advertisers may find themselves needing to invest more heavily to secure the inventory that meets these elevated standards necessary for their campaign goals.

While the type of inventory, duration of the ad, and size of the ad can influence viewability and effectiveness, they do not inherently result in prohibitive costs as strongly as the overarching campaign goals. The alignment of goals and metrics has a direct impact on cost-effectiveness concerning viewability.