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.