Over a third of banner ads across Europe weren’t seen last quarter
Less than two-thirds (61%) of banner ads were considered viewable in Europe last quarter.
The technical criteria for an ad being viewable is being at least 50% within the visible area of a browser for at least one second, and yet 39% of banners failed to meet this standard across the continent.
The findings from ad verification company Meetrics suggest three things; advertisers need to produce better creative, ad exchanges need to acquire better inventory, and that marketers are wasting a lot of money.
But while the study gives support...