39.6% of Ads are Not Viewable
New data from Pointroll indicates that a significant portion of display advertising isn't being seen by users.
Pointroll's Benchmark Report 2013, which evaluated 100 billion ad impression from various exchanges, found that only 60.4 percent of online ads were viewable in 2013.
Publishers in the "Sports & Recreation" and "Employment" had the highest viewability rates in 2013, according to Pointroll, with viewability rates of 72.6%. News sites came in a close second at 70.7%, followed by Comics & Humor (67.6%) and Games (67.5%).
Ad viewability increased 14% year-over-year according to PointRoll said 20 of the 23 publisher channels it measured saw viewability increase year-over-year, with B2B publishers (35.6% increase) and ad networks (35.4%) leading the way. Advertising/marketing publishers increased viewability by 23.5% in 2013.