The key takeaway is that if your audience and viewability measurement includes hon-human traffic everything is contaminated. Inflated statistics which include non-human traffic might look good in the short term, but they actually hurt long term performance. This is because artificially inflated numbers into marketing mix models will pull down campaign ROI calculations, making campaign performance seem lower than it actually is.
Keep in mind that viewability measurement does not necessarily remove non -human traffic. This can mess up your analysis, demographic profiling, and much more.
It is always worth repeating-- to keep in mind that the goal of most advertising is to elicit feelings, emotions, and/or behaviors among target consumers, but in order to do that, the ad() must first reach the target persons who have an opportunity to actually see the ad.