2012 Report: 3 in 10 Online Display Ads Never Shown

Three out of 10 online display ads were never rendered in-view in 2012, according to comScore's "2013 U.S Digital Future in Focus" report, part of an annual study by the research firm. While around six trillion ad impressions were seen last year, the unseen ads led to "significant waste, weaker campaign performance and a glut of poor-performing inventory that imbalances the supply-and-demand equation and depresses CPMs," the report concludes. ComScore is hopeful of greater efficiency for 2013, forecasting that publishers will improve data use to cut down on frivolous display ads, and that marketers will improve their ad targeting and analytics of ad monetization. For more on the comScore report, which also looks at social media and mobile trends, see the ClickZ story at http://www.clickz.com/clickz/news/2244443/3-out-of-10-display-ads-are-never-seen-by-consumers