Advertising Viewability in Online Branding Campaigns
15 Pages Posted: 17 May 2017
Date Written: December 1, 2016
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
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