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Connect-iCrossing U.K. | Aug 15, 2014 The viewable impression

Viewability is widely becoming a hot topic within display advertising. ComScore released figures from their 2013 real-world digital campaign, stating that, ‘on average 54% of display ads are not seen’, suggesting that display advertising is not having the desired effect on users that it should, consequently wasting media spend on impressions that have actually not even been seen.

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