New data from Google‘s ActiveView viewability analytics once again confirms the majority of digital ads served are not viewable — but with a novel caveat: the majority of non-viewable impressions on the web are coming from just a few less-than-forthright publishers.
Google took a look at viewability data across DoubleClick and its other ad platforms and concluded that 56% of display ads served globally don’t meet the MRC’s viewability criterion of being 50% on-screen for at least one second. But it also found the number of publishers with less than 30% viewability was relatively small — most publishers fell between 40-70% viewability, with the average publisher hovering around 50% viewability.
So viewability has a kind of reverse-long-tail. Most publishers are doing a decent job, but a few sketchy actors are dragging down the average. What that means for advertisers is that they have a good chance of ensuring their ads have high viewability if they use performance data to audit their buys and screen out the pubs with the lowest viewability.
Google’s study uncovered a few more key stats about things marketers and media buyers can keep in mind to ensure their ads have the highest chance of being seen online. Check out the findings below (click to enlarge!).
