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Less Than Half Of UK Display Ads Are Viewable

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 »

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