Improving the viewability of digital ads: insights from ARF Audience Measurement 8.0

Figures from comScore, the insights group, suggest that 54% of online display ads are never seen by the target audience.

Improving the viewability of digital ads: insights from ARF Audience Measurement 8.0

Geoffrey PrecourtWarc

In an opening-day breakfast presentation at the Audience Measurement 8.0 event organized by the Advertising Research Foundation (ARF), Gian Fulgoni, founder and chairman of measurement company comScore, revealed that 54% of online display ads are never seen by their intended audience.

"We had this same panel a year ago, at the last Audience Measurement conference," he said, "and we thought it appropriate to catch up on what's happened in the world of digital advertising, and whether or not digital ads are viewable to the consumer."...

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