UK ad viewability hits 18-month high as industry efforts yield fruit

Two consecutive increases in ad viewability over the past two quarters have seen the well watched surge to an 18-month high, driven by the demand on publishers from agency groups to place a higher percentage of ad surface areas in view.
The findings are contained in the latest quarterly update from ad verification specialists Meetrics which found that in the third quarter of 2017 the proportion of banner ads meeting minimum viewability guidelines nudged up to 52% from 51%, extending an increase