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As we begin to sift the huge amounts of data at our fingertips, we are starting to see a move toward better advertising solutions: more targeted and more relevant ads served to potential customers who will actually act on them. This is needed in display advertising more than any other.

In 2012, we started to see publications shift toward more effective types of inventory from ad servers. Sites such as Forbes and USA Today have moved from allowing served ads to viewable ads, which means advertisers aren't being charged for ads that aren't seen by the consumer. 

Some may consider this a bold move, and those serving the inventory are likely to unhappy with this move, but a movement to a viewable ad measurement, will make the ROI of display advertising reflect the actual truth of what is seen.

The team at OnScroll has provided us with this infographic, detailing the effectness of the current display market. Do you think if we change how we serve ads, we'll have a more effective return or are display ads still considered an effective way of marketing moving forward? 

Heather Taylor

Published 5 February, 2013 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

236 more posts from this author

Comments (1)

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Susan Raj

Thanks for giving an insight into effectiveness of ad campaign. I think this concept give more ROI to advertisers. I just started a site and i was looking for sites to give ad. I will give more priority to sites that provide viewable ads.

almost 4 years ago

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