Web Display Ads Often Not Visible

The old adage in advertising — that half the money is wasted but no one knows which half — turns out to be as true for the digital world as it ever was for traditional media.

An astounding 54 percent of online display ads shown in “thousands” of campaigns measured by comScore Inc. between May of 2012 and February of this year weren’t seen by anyone, according to a study completed last month. Don’t confuse “weren’t seen” with “ignored.” These ads simply weren’t seen, the result of technical glitches, user habits and fraud.

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