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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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At Rigor, we spend our days enabling organizations of all kinds to improve the performance and reliability of their websites and web applications. When we first started out, we focused primarily on eCommerce organizations. This made sense as the ROI model was easy to understand and pitch: Every 1/10 of a second shaved off their load time correlated to an increase in sales by 1%. A 1 second delay causes a 7% loss in conversions, 11% decline in page views and 16 % decrease in customer satisfaction The average online shopper e...

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