According to comScore, 54% of digital ads delivered are never seen. And in March 2014, the Media Rating Council lifted the ban on digital advertisers buying and selling display ads based on viewability. Now, agencies could expect guarantees on viewability from publishers and vendors, but it also means they needed to change the metrics they measure. The problem is that the MRC defined viewability as 50% of the ad must be in view for at least one second. It extends the timeline to two seconds for video ads.
This standard isn't strict enough for many brands. Unilever worked with its media partner to set the standard that 100% of the ad must be viewable, though it doesn't indicate a time period. And in December, IAB said that marketers should work towards 70% viewability.
The below infographic, created by Integral Ad Science, reveals just how buyers and suppliers feel about the viewability standard and the concerns surrounding media quality.