Meetrics, the London-based ad monitoring and verification firm, has suggested that web ad fraud increased significantly in the last quarter of 2015, with the UK among the poorest performers. According to Meetrics, which uses the Internet Advertising Bureau (IAB) measure of viewability “at least 50% of the surface of online ads have to appear in the visible area of the browser for at least one second (50/1)." If viewability does not happen in this way, the ad intermediary keeps the money, thereby preventing advertisers from obtaining a return on their investment, which is akin to "viewability fraud." Research suggests that in Q4 only 50% of UK display ads were viewable, Germany fell from 61% to 58%, France fell from 69% to 65% and Austria from 70% to 65%.
Meetrics, the London-based ad monitoring and verification firm, has suggested that web ad fraud increased significantly in Q4 2015, with the UK among the poorest performers. According to Meetrics, which uses the Internet Advertising Bureau (IAB) measure of viewability “at least 50% of the surface of online ads have to appear in the visible area of the browser for at least one second (50/1)." If viewability does not happen in this way, the ad intermediary keeps the money, thereby preventing advertisers from obtaining a return on their investment, which is akin to "viewability fraud." Research suggests that in Q4 only 50% of UK display ads were viewable, Germany fell from 61% to 58%, France fell from 69% to 65% and Austria from 70% to 65%.