Last December Google released research that showed 56 percent of online display ads weren’t ever seen. This startling finding was generally consistent with older studies (e.g., comScore) that showed a large percentage of online ads were not being seen.

Advertisers were still paying for these phantom or unseen impressions. But in a relatively short period of time viewability has become the new currency for display advertising — especially video. As set forth by the Media Rating Council and IAB, “a video ad is viewable when at least 50 percent of the ad’s pixels are visible on a screen for at least two consecutive seconds.”

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