Why Advertisers Are Concerned With Digital Ad Viewability [Infographic]
According to comScore, 54% of digital ads delivered are never seen. And in March 2014, the Media Rating Council lifted the ban on digital advertisers buying and selling display ads based on viewability. Now, agencies could expect guarantees on viewability from publishers and vendors, but it also means they needed to change the metrics they measure. The problem is that the MRC defined viewability as 50% of the ad must be in view for at least one second. It extends the timeline to two seconds for video ads.