Over half of digital ads ‘never seen’
In a study intended to investigate the factors that affect ad viewability, Google analysed its own display advertising platforms. From a week’s worth of data from impressions on DoubleClick for Publishers, DoubleClick Ad Exchange and the Google Display Network, it found that 56.1% of ads had not been seen.
The study concluded that a small number of publishers were serving most of the non-viewable impressions.
Full findings from the study can be found here.
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