Roughly Half of Desktop Display Ads in the US Were Viewable in Q1

The majority of desktop display ads worldwide were not viewable in Q1 2016, reports comScore in its recently-released Global Advertising Benchmarks [download page]. Viewability across the countries tracked ranged from a low of 39% in Australia to a high of 50% in Canada, with the US’ rate coming in at 48%. Separately, Integral Ad Science reports that 52% of display ads in the US were viewable in Q1. (more…)