Case Study: Xaxis + AppNexus Guaranteed Views | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus, A Xandr Company . All Rights Reserved. THE CHALLENGE Achieve Both Viewability and CPC Performance for Automotive Brand Campaign Xaxis’ leading auto client wanted high viewability rates for an upcoming campaign while also achieving a CPC goal. You can’t click on something you don’t see, so in theory, optimizing for viewability should go hand-in-hand with optimizing for clicks. Viewability optimization techniques, however, can often get in the way of primary KPIs and outcomes. Media buyers today also often use viewability rates as a proxy for inventory quality. They restrict delivery to ad placements with the highest historical averages. Howeve

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