Agencies are stunned at what they consider to be Facebook's low video ad viewability rates of 20 to 30 percent. Facebook says "the value of an ad is not binary". Adjoy says, unseen ads can't work - and two seconds is not enough to count as "seen".
Some take brand safety for granted. The industry has become complacent and focused on tech advances to the detriment of transparency. In fact, the pendulum swung so far in the direction of automation that advertisers started losing control of their brands.