Mobile ‘causing a decline in ad viewability’

The rise in mobile advertising spend is contributing to falling ad viewability levels, according to the latest quarterly benchmark report from ad verification company Meetrics.
In the first quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines dropped from 49% to 47% in the UK – the lowest level for nine months. Based on the recent IAB and PwC figures, the company consequently believes around £750m per year is wasted on non-viewable ads.
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