Viewability rates on programmatic advertising exceeded those of direct buys for the first time in 2018, according to a report from Integral Ad Science (IAS). The report found that 69.1% of UK desktop display ads achieved minimum viewability standards, an 8.2% YoY rise. UK mobile web display ads achieving the minimum viewability standards rose 16%, to 62.4%. Meanwhile, the rates for publisher direct buys rose 3.9% YoY.
Viewability rates on programmatic advertising exceeded those of direct buys for the first time in H2 2018, according to a report from Integral Ad Science (IAS). The report found that 69.1% of UK desktop display ads achieved minimum viewability standards, an 8.2% YoY rise. UK mobile web display ads achieving the minimum viewability standards rose 16%, to 62.4%. Meanwhile, the rates for publisher direct buys rose 3.9% YoY.