Ad verification company Meetrics has released its Viewability Benchmark figures for Q4 2015, based on definitions provided by the Media Rating Council and the Internet Advertising Bureau. These state that at least 50% of an online ad must appear in the visible area of the browser for at least one second for an ad to be deemed viewable.

In the UK, viewability levels for display ads dropped from 52% in Q3 to 50% in Q4 2015. In Germany these levels fell from 61% to 58%, while in France they fell from 69% to 65% and in Austria the decline was from 70% to 65%.  

"After a bit of a rally, things seem to be getting worse again," Anant Joshi, Meetrics’ director of International Business has been quoted as saying. 

"Although in the UK, for example, the drop isn't much, it’s the direction that’s more important. Current efforts to address the issue don't seem to be working – either that or the efforts in one area are simply offsetting the inevitable falls generated by more automated buying."