A total of 51% of UK online ads do not reach the online ads viewability recommendations set out by the IAB and Media Ratings Council, according to Meetrics' Q3 viewability report. The UK is the worst performer compared to Germany, France and Austria, and £ 615m is "wasted annually on non-viewable banner ads alone", said Anant Joshi, Meetrics' director of international business. Although this is up from 47% in 2016 Q2, the UK is still performing well below par in comparison to other European countries. In a statement, an Ofcom spokesperson said: "We are aware that some advertisers have been using misleading language in their advertising for years
A total of 51% of UK online ads do not reach the online ads viewability recommendations set out by the IAB and Media Ratings Council, according to Meetrics' Q3 viewability report. The UK is the worst performer compared to Germany, France and Austria, and £ 615m is "wasted annually on non-viewable banner ads alone", said Anant Joshi, Meetrics' director of international business. In a statement, an Ofcom spokesperson said: "We are aware that some advertisers have been using misleading language in their advertising for years