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Publishers Worry Most About Viewability, Attribution

Perhaps ad blocking should be top of mind, too?

August 16, 2016

US digital advertising professionals within the publishing industry have been most concerned with viewability, attribution and measurement this year. According to research, more than two-thirds were extremely or very worried about these areas, among others such as increased mobile consumption and ad blocking.

Areas of Concern About Digital Advertising Among US Digital Advertising Professionals, April 2016 (% of respondents)

In April 2016, advertising software company Mixpo surveyed more than 205 US digital advertising professionals who are employed by publishers about the state of digital advertising.

According to the data, both viewability, and attribution and measurement in digital advertising were areas of high burden for respondents: 69% said they were extremely or very concerned. In contrast, the rise of social media and the lack of quality display inventory were circumstances that were least worrisome. More than 20% of practitioners at publishing companies said they were not concerned at all with these areas.

US Ad Blocking Users and Penetration, 2014-2017

Also of concern to fewer than half of respondents was ad blocking—perhaps a surprise considering research suggests it is on the rise. But a relatively reasonable 46% of publishers were extremely or very concerned with ad blocking. One in three thought it was an area of only moderate concern.

eMarketer expects ad blocking to grow by double-digit rates this year in the US. This year, 69.8 million Americans will use an ad blocker on at least one device, a jump of 34.4% over 2015. In a July 2016 episode of eMarketer podcast “Behind the Numbers,” eMarketer analysts suggest that consumers’ concerns about privacy, among others, could be one of the reasons behind this upward trend.

Test Your Programmatic Video Marketing Know-How

Programmatic advertising accounts for more than half of US digital display ad spending.


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