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.

Via http://www.mediapost.com/publications/article/238391/nearly-two-thirds-of-non-direct-inventory-deemed-n.html

 

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