Viewability was a dominant concern for all advertisers in 2014. With the rise in ad tech, this movement is expected to continue in 2015, with attention turned towards ad blocker software.
A Google study raised the question about how effective display advertising on the digital platform actually is. In a report titled “5 Factors of Viewability”, the online giant has turned a few long held beliefs about digital display ads on their head. One of the most pertinent points that Google raises is how many ads are actually seen by visitors. Almost 56.1 per cent are not says Google.