Alongside big ecosystem changes we’re beginning to see a fundamental change in the unit of measurement for campaigns, from impressions to something much more meaningful, impressions that are seen, this can really be viewed as the third major change in the unit of measurement of campaigns since digital advertising was first popularised in the mid 1990s.

There are two types of media buyers in this world, those that care about media quality and those that still use exclusion lists. There’s a myriad of reasons to positively target high quality sites, but if like many you till work with partners that don’t value media quality here's a brief overview of why it might be time to consider your options!