Commentary

Cost Of Invisible Media Grows Despite Concerns

by Laurie Sullivan , Staff Writer @lauriesullivan, July 2, 2025

Performance ads are paid for when specific actions are completed, but many advertising formats require payment even when no one is looking.

According to a recent white paper, around 75% of MRC-accredited digital inventory receives zero active attention.

For advertisers, when a campaign falls into this gap, media spend is …

ad performance measurement, advertising, attention, budgets, campaigns, impressions, marketing, media measurement, paid media, paid search, performance marketing, research, search

1 comment about "Cost Of Invisible Media Grows Despite Concerns".

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Roger S.Furman from Sports Marketing Communications, July 3, 2025 at 5:01 p.m.
I think the industry as a whole would be better served if we know at least the categories of these failed campaigns?
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