30% of Ads Not Seen

"Three out of 10 display ads were never rendered in-view in 2012, according to a comScore report," notes ClickZ. "The report found that around six trillion ad impressions were seen last year. ComScore's report also covered 2012 trends in a variety of other markets like mobile and social networking. The 2013 U.S Digital Future in Focus report comes as part of an annual study by the research firm. 'ComScore research showed that an average of 3 in 10 ads are never rendered in-view, leading to significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs,' said comScore in the report....The firm projects that marketers will begin to use more targeted ads and use data that better shows the monetization ability of advertisements." Read more.