Online Ads, Google Study, Viewable Instead of Served Impressions

Google: "thanks to new advancements, we can now measure which digital ads were actually viewable on screen" --

source: Google - Viewability Insights for Digital Marketers and Publishers" study, November 2014

• Over half of online ad impressions are not visible. 
• 56.1% of all display ad impressions never appear on a screen.
• A small number of publishers are serving most of the non-viewable impressions.
• The average publisher viewability rate was 50.2%. 
• The most viewable ads are vertical ones--the most viewable ad units are vertical ones (users scroll vertically down web pages). 
• Ads that were 160×600 pixels and 120×600 pixels are viewable around 53% of the time.
• Ads 300×250 are viewable just 41% of the time, on average.

Full research deck:  http://think.storage.googleapis.com/docs/the-importance-of-being-seen_study.pdf


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Startup Making Money on 30 Billion Online Ads Each Day (video)

Online advertising is the bread and butter of the internet and New York-based startup Appnexus is serving as its middleman. CEO Brian O'Kelley discusses the business with Bloomberg's Alex Barinka at the company's Manhattan headquarters. (source: Bloomberg, Oct. 23, 2014)

Domain Name: appnexus.com

Blog: blog.appnexus.com

Tech Blog: techblog.appnexus.com

About AppNexus | AppNexus: "Advertising is the lifeblood of the Internet. It funds most of the great content we’re used to getting for free. It provides the means to innovate, investigate, and entertain. And it makes it possible to reach the largest audience possible. AppNexus technology powers the most innovative trading solutions and marketplaces for Internet advertising. It’s what the world’s most influential advertising and media companies build their businesses on, and what enables them to deliver the ads that deliver the content that people love. It’s a simple value exchange: advertisers get the most from their ads, creators get the most from their content, and consumers get the most out of the Internet. This is our collective purpose: to make the Internet all that it can be, must be, will be. All that the Internet was ever meant to be: All that you ever imagined."


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Online Ads, Malware, Marketers, Placement Problems

Online advertising may be the mother's milk of the internet and online commerce, but it has some problems:

Google, Yahoo warned about malicious online ads - San Jose Mercury News: " . . . The Senate warned Google, Yahoo and other leading technology companies ... they need to better protect consumers from hackers exploiting their lucrative online advertising networks or risk new legislation that would force them to do so. In a new investigative report, the Senate Permanent Subcommittee on Investigations said hackers in some cases are infecting computers using software or programming commands hidden inside online advertisements. It suggested tougher U.S. regulations or new laws that could punish the ad networks in addition to prosecuting the hackers....The online advertising industry has grown complicated "to such an extent that each party can conceivably claim it is not responsible when malware is delivered to a user's computer through an advertisement," the Senate report said. The panel said it found no evidence that Google or Yahoo's ad networks are more vulnerable to malware attacks than other major ones. It said the industry as a whole remains vulnerable to such forms of attack...."

More Ad Dollars Flow to Pirated Video - WSJ.com:  " . . . The zzstream.li domain is registered to a nonexistent street in Sweden, while mytvline.com was registered using a domain privacy service provided by Domains By Proxy LLC. Neither site offers any contact information. The marketers said they hadn't intended for the ads to appear on the sites, and were unsure how they did. Echoing the sentiment of others, Target Corp. said its ad placement on zzstream.li was "in violation of the contract terms with the vendor who manages ad placements online," and said it was working with that vendor to have its ads removed. This is a problem that continues to plague the world of online advertising. Marketers are increasingly buying online ad space through complicated automated marketplaces and chains of brokers, instead of directly from website owners themselves. When marketers place ads through these channels, they can't be sure where they might appear across the Web...."


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