Viewability appears to be worsening ; the percentage of ads deemed viewable in 2015 fell from 63 % in Q3 to 58 % in Q4 2015 , according to Meetrics . The industry standards from the Interactive Advertising Bureau and Media Rating Council states an ad is technically viewable if it is in 100 % view for longer than a minute . There appears to be a correlation between programmatic ad buying and viewability , in the UK programmatic ad spend is higher than in Germany or Austria , and the UK has the worst viewability figures as only 50 % of display ads were deemed viewable in December 2015 . In addition to this , HTML5 ads require longer loading times , which means that fewer ads are seen as users scroll down before the ad can load . However , to guarantee viewability advertisers will need to pay more .
Viewability appears to be worsening; the percentage of ads deemed viewable in Europe fell from 63% in Q3 to 58% in Q4 2015, according to Meetrics. The industry standards from the Interactive Advertising Bureau and Media Rating Council states an ad is technically viewable if it is in 50% view for longer than a second. There appears to be a correlation between programmatic ad buying and viewability, in the UK programmatic ad spend is higher than in Germany or Austria, and the UK has the worst viewability figures as only 50% of display ads were deemed viewable in Q4 2015. In addition to this, HTML5 ads require longer loading times, which means that fewer ads are seen as users scroll down before the ad can load. However, to guarantee viewability advertisers will need to pay more.