Google released a study claiming that the majority of ad impressions are unseen by users.
Google said "A small number of publishers are serving most of the non-viewable impressions. 56.1% of all impressions we measured are not seen, but the average publisher viewability is 50.2%."
Meanwhile, a study done by Association of National Advertisers and ad fraud detection firm White Ops shows that "11% of online display ads were prompted to appear by bots" and "23% of video ads purchased were wasted on fraudulent traffic." This translates to a potential loss of 6 billion globally to ad fraud in 2015 according to PricewaterhouseCoopers.
This makes the online ad space scary. Measuring online ads is what makes online ads so awesome. It is hard to measure offline ads. But at the same time, you can fake stuff online and that is the scary part.
Forum discussion at WebmasterWorld and Cre8asite Forums.
