Advertising Viewability in Online Branding Campaigns

15 Pages Posted: 17 May 2017

See all articles by David Bounie

David Bounie

Télécom Paris

Martin Quinn

CATÓLICA-LISBON School of Business & Economics

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)

Télécom Paris ( email )

19 Place Marguerite Perey
Palaiseau, 91120
France

Martin Quinn

CATÓLICA-LISBON School of Business & Economics ( email )

Palma de Cima
Lisbon, Lisboa 1649-023
Portugal

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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