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56% of Digital Ads Served Are Never Seen

Research released by Google and highlighted in Ad Age suggests that over half (56.1%) of internet ads are not seen by humans. Publishers’ viewability rates are on average at 50.2%. Other findings in the report:

  • Ad size and page position matter, but being above the fold does not guarantee viewability.
  • Vertical ad units are the most likely to be seen by users.
  • Viewability varies across industries, “with the highest viewability belonging to sites associated with more captive engagement.”


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For more on this topic, check out the Advertising Tab in Morning Coffee .

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