Is the end of the viewability issue within our sights?
(Lire en français: Peut-on règler le problème de la “viewability” (visibilité) des pubs? )
By Pierre Chappaz, Chairman and CEO Ebuzzing & Teads
It’s an uncomfortable fact for the digital media industry that over half of the ads bought by brands globally on the Internet today are never viewed by web-users - and the situation is getting worse.
This year’s study will no doubt show the same trend and it is due to a number of reasons: many sites may not be displaying all content in a satisfactory manner due to the device being used, the ad might be placed below the fold or the page might get closed down before the ad has even been seen. Worse, the ad can be hidden behind a pixel and yet still be counted as an impression when it never got displayed in the first place!