comScore released its Digital Future in Focus Report today. One of the report’s most interesting or alarming stats, depending on your point of view, was highlighted this morning in TechCrunch. In 2012, 5.3 trillion (that’s trillion, with a T) display ad impressions were delivered in the U.S. Along with that, comScore estimated that 30% of those ads were never viewed by consumers.
- Impressions that are not viewed do not aid in response or brand-based campaign objectives. In fact they do the opposite.
- Impressions that are out of view contribute to the commoditization of display advertising. This affects publishers and all providers of media.
- Impressions that are in known out-of-view placements can be utilized for cookie bombing, manipulating campaign performance.
Is it any wonder that Undertone decided to take a stand and offer the Viewable Impression Guarantee?