Ad Viewability Is a Major Problem on Mobile Devices – Business Insider

Advertisers are doing all they can to reach consumers directly on their mobile devices, but they’re hitting a major roadblock that’s preventing them from reaching their full potential.

A new report from the Media Rating Council (MRC) cited by Adweek notes that mobile ads take five seconds to load on average. These findings come from more than one billion mobile impressions from approximately 12 data sources, and the report marks first time that the MRC has evaluated mobile ad load times.

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