Ad viewability is best and most briefly described as the percentage of ads that are actually viewed by a website visitor. More specifically, ad viewability is typically defined as half of the ad being visible for one second. Under the above definition, comScore’s report from 2013 states that a full 54% of ads are not viewable. But how do they know? How can ad viewability be measured? The problem with measuring ad viewability is the fact that one doesn’t have a reliable and consist...

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