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...