The online ad-space is wrought with fraud – fake-clicks, botnets, hidden ads, to name a few. It’s been this way for decades, all aimed at separating advertisers from their dollars, with as little effort as possible.
“We start with the notion that only 15% of impressions ever have the possibility to be seen by a real person. Then, factor in that 54% of ads are not viewable (and we already discussed how flawed that metric is), and you’re left with only 8% of impressions that have the opportunity to be seen by a real person. Let me clarify: That does not mean that 8% of impressions are seen. That means only 8% have the chance to be seen. That’s an unbelievable amount of waste in an industry where metrics are a major selling point.“