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 . Ouch. 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 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 .