5 Viewability Findings From Google
Online marketers are increasingly opting to pay only for “viewable” ad impressions — those that actually display on users’ screens, rather than ones that appear on parts of web pages never actually visible to human eyes.
To better understand the state of viewable impressions, Google compiled data from its various display ad platforms, including its ubiquitous ad server DoubleClick. The study examined display ads that appeared in browsers on desktop and mobile devices, but did not include video or in-app ads. Here are five key findings from the research.