Over 60% of digital ads now meet the Media Rating Council standards on viewability. This is according to Integral Ad Science and across all five formats and media studied. Last year, less than three-fifths of mobile app and web display ads had at least half of its pixels on screen for at least one second.
Desktop video performed the best in H1 2019, with nearly three-quarters (71.9%) of impressions having at least half of its pixels on screen for two continuous seconds. Desktop display (69.2%) and mobile web video (68.8%) placed second and third.
Viewability was worse on...