Almost half of programmatic ads do not meet Media Rating Council standard

An overview of viewability by online format and buy type, H2 2017.

The viewability of display advertising also varies significantly by platform, format and buy type. At a global level, mobile video is the most viewable format, with only 30% of ads not meeting the Media Rating Council (MRC) standard. This rate reduces to around one in five (22.1%) when the ad is bought directly from the publisher, but rises substantially – to one in two (49.0%) – when the ad is bought programmatically.

Programmatically purchased ads routinely under-perform in terms of viewability when assessed against the MRC standard. On average, 46% of programmatic ads are not viewable. One in two...

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