A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on.
With this has come a new wave of quality control issues for online advertisers. According to recent research from ComScore, 31% of banner ads don’t ever have the chance to be seen.
So how many banners really go unseen? Here is a summary of 2011 online advertising in the US, based on data from ComScore: [Read more…]