Advertisers are wasting spend on unseen ads – viewability problems need to be tackled, report says
The advertising industry must develop improved viewability measuring tools and settle on an agreed standard or advertisers will continue to waste budget on adverts that are never seen, a whitepaper from digital advertising firm Quantcast has warned.
The Road To Viewability study examined 100 million page impressions across 35 campaigns between August and October last year in a bid to build a clearer picture on the viewability problem which, according to Quantcast product marketing lead Rebecca Muir, is resulting in wasted ad spend. However, the first hurdle currently facing industry is the lack of knowledge about viewability and the need for Read full story ›
Source: The Drum
