Jul
22
Does More Programmatic Buying Equal Less Viewability? The View From Three Countries
Posted in: UncategorizedThe more a country embraces programmatic buying, the less likely the ads served there are able to be seen, a study of Germany, France and the U.K. is suggesting.
In the U.K., where 45% of ads were bought programmatically in 2014, only 49% were viewable in the second quarter of this year, down from 56% in the same period last year, according to the study, by ad verification company Meetrics.
But in Germany and France, where programmatic buying is behind U.K. and U.S. levels, 64% and 62% of online display ads were viewable in the second quarter of 2015, respectively.
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