IAB: visibility ads to 70 percent

The Interactive Advertising Bureau (IAB) calls on the online advertising industry to aim for an advertisement visibility of 70 percent. According to the IAB, 2015 will be a 'transition year'. The American branch of the IAB made the call in a study entitled State of viewability transaction 2015, published this week

The Interactive Advertising Bureau (IAB) calls on the online advertising industry to aim for an advertisement visibility of 70 percent. According to the IAB, 2015 will be a 'transition year'.

The American branch of the IAB made the call in a study entitled State of viewability transaction 2015, published this week. The IAB recognizes that one hundred percent is not feasible due to the large variety of advertising formats and browsers, but believes that visibility should be better guaranteed.

According to reports from Integral Ad Science, only 36.7 percent of recently measured display advertisements purchased through (automated) marketplaces are visible, a decline compared to previous measurements. In the first quarter of 2014, visibility was 51.3 percent.

Google noted earlier this month that on its platform more than half of the ads are not (well) visible, which means that ads are often placed just above or on the 'fold'.

The problem seems to occur mainly in automated marketplaces, because the visibility of advertisements purchased directly from publishers is much higher. On average 53.4 percent, but still not 70 percent.