Advertising Viewability in Online Branding Campaigns

15 Pages Posted: 17 May 2017

See all articles by David Bounie

David Bounie

Telecom ParisTech

Martin Quinn

Telecom ParisTech

Morrisson Valérie

Centre d’Étude des Supports de Publicité (Center for the Study of Advertising Media)

Date Written: December 1, 2016

Abstract

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising campaigns on publisher websites. This paper discusses how the adoption of such technologies could impact the economics of online advertising.

Keywords: Online advertising, Ad viewability

Suggested Citation

Bounie, David and Quinn, Martin and Valérie, Morrisson, Advertising Viewability in Online Branding Campaigns (December 1, 2016). Available at SSRN: https://ssrn.com/abstract=2969891 or http://dx.doi.org/10.2139/ssrn.2969891

David Bounie (Contact Author)

Telecom ParisTech ( email )

46 rue Barrault
F-75634 Paris, Cedex 13
France

Martin Quinn

Telecom ParisTech ( email )

46 rue Barrault
F-75634 Paris, Cedex 13
France

Morrisson Valérie

Centre d’Étude des Supports de Publicité (Center for the Study of Advertising Media) ( email )

92300 Levallois Perret
Anatole, 55 RUE
France

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