Last year approximately $14bn was spent on online display advertising but according to comScore, a company whose mission is to provide analysis to maximize your return on digital marketing, only 46% were actually seen by consumers. What does "actually seen" mean? It means that the display ad physically appeared on the screen where it was intended to appear. In other words, this does not include people simply ignoring the ads.
So what is the cause for 54% of display ads not even having a chance to contribute to customer acquisition? Technical glitches and poor placement where the ad doesn't load fast enough or the display is outside of viewable window account for some of this.
But Brightroll Inc estimates that close to 30% of display ad impressions are the result of fraud whereby an advertiser will pay for an impression based on fake traffic. This fake traffic accounts for 10-15% of all display ad revenue.
In response advertisers are fighting back and demanding a clause in contracts with publishers that ensure that the ad is at least "viewable" to consumers and Google is developing solutions to reduce fake web traffic and provide more of a guarantee that display ads aren't being compromised by malicious software.
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