Display ads losing steam amid uncertainty over viewability

07/14/2013 | MediaPost Communications

The difficulty of tracking whether display advertisements are viewable to their intended audiences is causing marketers to reduce spending on the format, according to a report from Forrester. The share of brand marketers buying display ads decreased from 48% in 2006 to about one-third in the past three years, the report found. Forrester report author Susan Bidel said the most likely standard would define a viewable display as "one where 50% of the ad's pixels appeared in a viewable space and, therefore, had the opportunity to be seen by a human being for at least one second."

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