How should advertisers meet the challenges of viewability of digital ads

Google opened a Pandora’s Box last December, when it reported that 56.1 per cent of ads on its network were never seen by audiences. Digital advertising, for so long considered the most effective and measurable of all mediums, has since come under the scanner.
56.1% of online ads are not seen, says Google. It should perhaps not come as a surprise that this is the case; after all, advertising, on any medium, has always had to contend with engaging a user’s interest while not intruding on their privacy.Viewability in display advertising gains prominence among advertisers
To add to these woes comes the ad blocker. Just this year, Apple created a bit of a stir when it announced that it would be adding an optional ad blocking feature to its new version of iOS. A report by Affle suggests that publishers are likely to lose $21.8 billion in 2015 and this figure might almost double to more than $41 billion by 2016 due to ad blockers. 

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