Viewability has become a key topic in display advertising in the past couple of years.
The IAB defines a viewable impression as an advert that had at least 50% of its pixels in view for a minimum of two seconds. In 2013, Comscore research put global viewability rates at 46%. This number has increased in recent years but still, just only over 1 in 2 adverts served are actually seen by users. Many advertisers are voicing their discontent at at low viewability, including Kraft who believe the standard of 70% of viewable impression in any campaign is not good enough.
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"Programmatic is growing bigger; it's not going away. And it's not just digital media, it's going to print and TV as well"
Sital Banarjee, Global Head of Media, Philips