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Brands Concerned By Google Viewability Study Warning

  • The Drum, Wednesday, December 10, 2014 8:26 AM

Brands and agencies have had mixed reactions to Google's viewability study, which revealed more than half of online ads are not seen by consumers. The fact that 56 percent of the ads tracked in the study were deemed not in-view has caused concern among some advertisers, including Kellogg's. Marie Curie Cancer Care head of digital, Claire Hazle, said the figure highlights how easily a brand's display campaign can become "electronic wallpaper" if not planned thoroughly.

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