The study, based on an analysis of July and October 2014 data from Google-owned advertising platforms such as DoubleClick, found that 56% of all display impressions are not viewable.
A display ad was considered viewable by the researchers when 50% of its pixels were in view on the screen for a minimum of one second. The viewability rate reflects the percentage of ads determined viewable out of the total number of ads measured.
Though the average viewability rate was just 44%, viewability for individual campaigns varied widely based on various circumstances, the analysis found. In particular, four factors were found to strongly influence ad viewability rates.
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