7. Exclusive: Ad upgrades are taking hold
Roughly half of digital display ads (on mobile and desktop) aren't viewable, meaning they aren't actually seen by real people even though advertisers pay for them to be. Instead, they are "viewed" by bots or they don't load properly.
But, there's good news: According to Integral Ad Science's 2017 H2 Media Quality Report, out later today, efforts to make ads more viewable on both desktop and mobile have improved over the last six months.
Between the first half of 2017 and the second half of 2017, viewability increased across desktop display and video formats, as well as mobile web.
- U.S. desktop display viewability increased by roughly 1% from 53.6 to 54.7.
- U.S. desktop video viewability increased by 12.9% from 57.8% to 66.3%.
- U.S. mobile web display viewability increased by 6% from 43.9% to 49.0%.
Note: Mobile App viewability methodology changed and therefore cannot be accurately compared to previous reports.
Why it matters: This improvement reflects the heavy pressure big brands are putting publishers and tech providers to take action and improve ad quality.