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Nearly half of digital ads still aren’t considered viewable

New data from Integral Ad Science finds that only 53% of display ads in the U.S. met the industry's viewability standards and only 58% of video ads met the industry's viewability standards (below).

Why it matters: Per the study, even if ads do meet viewability standards, digital ad effectiveness in the U.S. still has a long way to go. Only 51% of consumers say they looked at a viewable ad and only 17% say they recalled it. This, combined with an increase in ad-blocking, points to signs that the digital ad landscape needs to continually adjust to consumer preferences and updates in technology.