An ad served doesn't necessarily equal an ad viewed, and digital advertisers and publishers are catching onto this as the industry shifts toward valuing viewable rather than served impressions. So what affects an ad's viewability? To find out, we conducted a study of our display advertising platforms, including Google and DoubleClick.
View the full research report that drove the key insights in the infographic . It includes: why we set out to conduct this research, how we approached the methodology, and more granular details on the findings highlighted in the infographic.