Test Shows: 31% of 1.7 Billion Online Ads Never Even Viewable

From AdAge in an article entitled: "ComScore Study Confirms What We Already Knew: You’re Wasting Money on Ads No One Sees"

One of the key findings: 31% of the 1.7 billion ad impressions were
never in view. The number is probably not a shock to many in the space,
and is the main reason why so-called remnant inventory sells for a
fraction of the space above the fold. But with this knowledge,
advertisers can more accurately manage expectations and calculate ROI,
said ComScore CEO Magid Abraham. 

Not a huge surprise- online display ads have always produced very poor results. Full story here

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