£600m wasted on non-viewable online ads

Advertisers lost over £600m to non-viewable online adverts last year, according to ad verification company Meetrics.
Looking at 2016 as a whole, over half of banner adverts failed to meet the IAB and Media Ratings Council’s recommendation that 50% of an ad was in view for at least 1 second. Despite a promising start in the first quarter (where 54% of ads served met the requirements) the remaining three quarters fell below the mark.
In total £606m was lost from advertisers&rsquo