Wells Fargo Securities analyst states in the paper, "Unviewable impressions fundamentally distort ROI analysis...taking credit for consumer actions, despite never providing opportunity to be viewed."
But wait, you say, isn't this already being solved by the availability of "pre-bid" data feeds from ad verification companies? In theory such feeds could prevent advertisers from ever bidding on inventory unlikely to be in view. No-bid-placed means no-ad-served, and no-ad-served means no-cookie-fired. Right?
Not exactly, according to Greenfield, who says there will continue to be a significant number of non-viewable impressions. He tells AdExchanger, "All you're looking at with 'pre-bid' is what just happened 30 seconds ago" and the accumulation of impression factors including publisher, ad type, page position, and so on… At least over the next two years there's going to be a lot of unviewable inventory out there." (More on 'pre-bid' verification)
It's a complicated problem, since agencies are working with comScore showing tens of millions of daily impressions with cookie IDs -- and trying to map those impressions to conversions. To solve it, ad viewability must be baked into the ad serving and tracking system – something that (no surprise) C3 says it can address.