When Instagram introduced muted autoplay in 2013, it rocked the tech world. Empowered with the capability of scrolling through a feed without calling attention to oneself, users could peruse content on the subway, in a meeting or on a date, with their companions or colleagues none the wiser.
Facebook soon took note, and began offering the same feature. But for publishers, the move wasn’t so clear cut. If viewers weren’t obligated to watch the content, how could advertising spend and viewership be billed?