The trend of selling ads based on time, rather than click-through rate, is gaining momentum among publishers: More than two dozen of them, including Dow Jones and The Telegraph, have teamed up to actively explore trading in this way.
The strategy is meant to combat the wider problem of viewable ads. Approximately half of online ads sold are never viewed, causing massive waste in advertiser budgets. According to analytics company Moat, only 56 percent of ads on desktop are classified as in view; this drops to 45 percent on mobile.
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