Viewability in 2012: Over 1.5 Trillion Impressions Never Seen

| Industry + Insights + Media

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. 

1.59 trillion ads bought, sold and never viewed. The implications of this cannot be understated: 
  • 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.
This industry needs to step up and provide solutions if it expects to continue growing and taking share from other mediums.

Is it any wonder that Undertone decided to take a stand and offer the Viewable Impression Guarantee

Eric Franchi

Eric Franchi is co-founder of Undertone and serves as senior vice president of business development, leading the company’s relationships with its most important partners. A respected industry leader, Eric has been featured in publications including Ad Age, Adweek and The Wall Street Journal, and on stages worldwide including IAB MIXX, Advertising Week and Cannes. He has held a place on the board of the Interactive Advertising Bureau (IAB) for several years, helping guide the digital advertising industry through a period of rapid growth and change.


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