News startups are looking to avoid the viewability issue by designing ad-friendly sites from the start

You might have heard: Digital media is wrestling with ad viewability, with little agreement on whose responsibility it is to move the industry forward

But did you know: Ad viewability is a contested issue with publishers and advertisers, but some news startups are hoping to get around the issue by designing websites that are ad-friendly. Lauren Johnson writes that LittleThings, a year-old viral news and lifestyle site targeting women, will reveal an ad-friendly design during the fourth quarter of this year, and the redesign will be able to provide advertisers with more accurate data about how users interact with their ads. However, Johnson writes that the challenges of mobile ads throws a wrench in the plans of many of these publishers, due to smaller screens and a lack of data-tracking cookies.