Does more programmatic buying equal less viewability? The view from three countries

Does more programmatic buying equal less viewability? The view from three countries

AdAge

The more a country embraces programmatic buying, the less likely the ads served there are able to be seen, a study of Germany, France and the U.K. is suggesting.

In the U.K., where 45% of ads were bought programmatically in 2014, only 49% were viewable in the second quarter of this year, down from 56% in the same period last year, according to the study, by ad verification company Meetrics.

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