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Showing posts from February, 2017

Over 50% Ads are NEVER seen by humans!

More than half of the digital impressions globally are non-viewable What is Viewability? The industry standard as developed under the leadership of the Media Rating Council (MRC) calls for desktop display ads to be considered viewable if 50% of their pixels are in view for a minimum of one second and for desktop video that standard is 50% for 2 seconds. In addition, the standard stipulates that for larger desktop ad units, 30% of pixels in view for 1 second constitutes a Viewable ad. According to comScore global report on advertising benchmarks, more than half of ads worldwide still don’t have the opportunity to be seen. The desktop display viewability ranges from 39%-50% across all markets. Video viewability is even lesser; this is due to IVT on programmatic video exchanges. If the targeted user leaves the page before it loads completely, he/she will miss the ad. A lot of search and display ads are placed at the bottom of the webpage, so if the user does not scroll all the way down, …