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In his exclusive interview with B&T, Australia’s leading authority for the Australian marketing, advertising, media and PR industries, Inskin’s Hugo Drayton shares his views on viewability and how viewability should be measured and valued.

He suggests that viewability is only a starting point and doesn’t tell us anything about ad effectiveness. “Viewability is a valuable ad validation method but it was never designed to tell us anything about effectiveness.

Hugo believes that optimising against viewability rates without taking the placement and campaign context into account can be very misleading and actually be counter-productive to achieving campaign goals.



Hugo Drayton Appointed CEO Inskin MediaHugo has led Inskin Media from start-up to a profitable, international business. Under his leadership, the company’s expansion across Europe, APAC and MENA has been recognised by multiple high-growth awards, including Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500. Previously, Hugo held leadership roles at Phorm and, following 10 years at The Telegraph Group, where he launched the UK’s first national newspaper website. Hugo is a non-executive Director of Future plc, a Trustee of the British Skin Foundation, and a regular contributor to trade press and media conferences.


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