Google Just Admitted More Than Half Of The Ads It Serves Are Never Seen (GOOG)
Online ad viewability is a hot topic in advertising right now, as marketers are becoming more aware (and concerned) that many of the ads they buy online are never actually seen by people. Advertisers are also shifting to pay only for ads that have actually been viewed, as opposed to those that are just being blindly served. That’s why Google has released a study analyzing its display ad platforms using its Active View technology, such as DoubleClick, to explore which factors affect ad viewability.