Less than half (49%) of online ads served in the UK met the IAB and Media Rating Council’s recommendations in the second quarter of 2015, according to a new report from Meetrics,
suggesting that brands could have wasted GBP485m on ads that weren’t seen. The rate compares to a viewability figure of 56% for 2014. When cross-referenced with the IAB’s
digital ad spend report for 2014, the study suggests brands could waste close to GBP485m on display ads.
Read the whole story at Marketing Week »