Marketing Science analyzed 1 billion ad impressions in July 2017 and found: 1. Good publishers had 91% average viewability, with 83% of ads having 91-100% of pixels in view. 2. Ad networks had 70% average viewability, meeting the target most buyers seek. 3. Open exchanges had only 41% average viewability and many ads had just 1-10% of pixels in view.

1. August 12, 2017marketing.scienceconsulting group, inc.
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July 2017 Viewability Study
Marketing Science analyzed 1 billion ad impressions in July 2017. The data was
directly measured with javascript code in ad slots, on an impression level (not
sampled). “Value” in the charts below means the percent of the ad that was in the
viewport (the portion of the browser that is in-view or “above the fold”). Mobile is
not specifically broken out in this study; but it was observed that mobile generally
had lower viewability than non-mobile.
KEY FINDINGS – UPDATED
1. Good publishers had an average of 91% viewability – i.e. 91% of the ads
had greater than 50% of their pixels in view. Note that 83% had 91 –
100% of their pixels in view. Some good publishers also “lazy load” – i.e.
wait for ad slots to come into view before calling the ad.
2. Ad networks also had viewability near the 70% target that most buyers
are looking for.
3. Open exchanges however had a 41% average viewability; also note the
much larger portion that had 1 – 10% of pixels in view.
Good Publishers Ad Networks Open Exchange
91% viewable 66% viewable 41% viewable