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Programmatic Soars As Viewability Tumbles

The Drum, Tuesday, July 21, 2015 8:53 AM

Programmatic continues to grow at a rapid rate but only one-in-two of these ads are actually viewed by consumers, with viewability rates continuing to fall, according to a report. The findings were revealed yesterday in the latest Adform quarterly RTB (real-time bidding) Trend Report, which also shows the amount of money spent on branding ad formats using programmatic technologies surged 333% in the 12 months to Q1 2015. This led to an increase of 119% in ad spend.

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budgets, london, programmatic, rtb, uk, viewability

2 comments about "Programmatic Soars As Viewability Tumbles".

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Paul Benjou from The Center for Media Management Strategies, July 21, 2015 at 9:42 a.m.
The RTB trend report underscores the issue of transparency as marketers continue to question real returns.
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Ed Papazian from Media Dynamics Inc, July 21, 2015 at 12:40 p.m.

The real ad view factor----if such was available----is probably on the order of 20% if one considers how many of the ads are completely viewable and how many are actually noted or mused over by users.