UK Publishing’s Problem: Non-Viewable Ads

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Just over half (52 percent) of display ads served in the U.K. throughout the third quarter of 2015 were viewable, a sluggish 3 percent increase from the previous quarter.


The figures come from ad verification firm Meetrics, which tracked billions of impressions across Europe, and pinpointed the U.K. as the weakest on viewability rates compared to Austria, France and Germany. Meetrics estimates that this adds up to a loss of £260 million ($402 million) in media spend throughout July, August and September — a rate of £1 billion ($1.5 billion) a year.

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