Nearly Two-Thirds Of Non-Direct Inventory Deemed Non-Viewable
The digital ad industry’s viewability woes just keep getting bigger.
Data from the third quarter of 2014 finds little more than a third (36.7%) of all display ads purchased on networks and ad exchanges were deemed “viewable” per the Media Rating Council (MRC) standard of 50% of the ad being in-view for at least one second. That’s down from the 45.3% rate posted in the second quarter, which was down from the 51.3% rate posted in the first quarter.
Originally published by AdExchanger