Companies like Facebook have spent a lot of time trying to resolve the problem of ad viewability. Brands want to know that their ad is actually being viewed by consumers, not just scrolled past. Now, Facebook can see if a consumer spent more time looking at the ad than they typically would. If so, the consumer is more likely to remember the ad and take action. Facebook is trying to finalize this metric and utilize it as the new way to charge advertisers. Will this save advertisers money or cost them more?