With the advancement of new technologies we now know that many display ads that are served never actually have the opportunity to be seen by a user. In fact in a recent study of Active View data by Google, we found that 56.1% of all ads served were not measured viewable.(footnote) Yet, the average publisher’s viewability is 50.2%. This means a small number of publishers are serving the majority of non-viewable impressions and dragging down the served impression viewability average by almost 6%.
Posted by Sanaz Ahari, Group Product Manager