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

Geoffrey Precourt

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."

In 2012, comScore shocked the entire interactive marketing ecosystem when Magid Abraham, the service's president/CEO, revealed that three out of every ten ads were missing their target - a claim that was detailed in a Journal of Advertising Research paper later the same year.