High Proportion of Display Ads Not In-View to Intended User

More than 38% of display ads in December 2011 were either not in-view at all to their intended user or in-view for less than half a second, the standard time accepted for an ad view, according to a February 2012 report from AdSafe. Publishers performed best, with only 24.9% of ads not in-view for at least half a second, followed by networks (42.4%) and platforms/exchanges (46.4%). Of the ads not in-view for at least half a second, the vast majority (~97%) were never in-view. (more…)