Over 50% of Google Ads Never Seen, an incredible 56.1% to be exact according to new research released by Google.
“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,” said Google group product manager Sanaz Ahari in a blog post.
Those ads appear outside the viewable area of a browser window. Once you factor in bots, even fewer ads are seen by the people advertisers are paying to reach.
The publication of data from Google, the world’s largest ad-tech company is likely to increase advertiser concerns about the trustworthiness of the digital ad industry supply chain. Google’s finding is based on information collected from its Doubleclick ad server. The report detailed a number of other findings specific to viewability based on data collected in July 2014. Among them: vertical ad units are the most viewable and placing ads above the fold does not guarantee viewability. Worth noting, Google does offer a viewability product called Active View, which may explain its decision to release the report to the public.
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