Viewability Rate
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Display Ad Performance Benchmarks, Worldwide
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Display Ad Viewability Rate, by Device & Country, Worldwide

TimeframeH1 2018H2 2018H1 2019H2 2019
Desktop
AustraliaMaximum of two rows can be charted.
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CanadaMaximum of two rows can be charted.
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FranceMaximum of two rows can be charted.
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GermanyMaximum of two rows can be charted.
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ItalyMaximum of two rows can be charted.
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JapanMaximum of two rows can be charted.
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New ZealandMaximum of two rows can be charted.
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SpainMaximum of two rows can be charted.
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UKMaximum of two rows can be charted.
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USMaximum of two rows can be charted.
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Mobile Web
WorldwideMaximum of two rows can be charted.
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AustraliaMaximum of two rows can be charted.
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CanadaMaximum of two rows can be charted.
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FranceMaximum of two rows can be charted.
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GermanyMaximum of two rows can be charted.
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ItalyMaximum of two rows can be charted.
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JapanMaximum of two rows can be charted.
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New ZealandMaximum of two rows can be charted.
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SpainMaximum of two rows can be charted.
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UKMaximum of two rows can be charted.
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USMaximum of two rows can be charted.
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WorldwideMaximum of two rows can be charted.
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Mobile App
AustraliaMaximum of two rows can be charted.
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CanadaMaximum of two rows can be charted.
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FranceMaximum of two rows can be charted.
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GermanyMaximum of two rows can be charted.
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ItalyMaximum of two rows can be charted.
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JapanMaximum of two rows can be charted.
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New ZealandMaximum of two rows can be charted.
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SpainMaximum of two rows can be charted.
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UKMaximum of two rows can be charted.
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USMaximum of two rows can be charted.
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WorldwideMaximum of two rows can be charted.
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Source: Integral Ad Science

Note: represents activity on the Integral Ad Science platform, broader industry metrics may vary

Additional Note: viewability is defined as a display ad impression that has at least 50% of pixels on screen for at least one second after the ad has rendered or a video ad impression with at least 50% of pixels that are on screen for at least two continuous seconds after the ad is playing is considered viewable

Methodology: Data is from the semiannual Integral Ad Science (IAS) "Media Quality Report." The report is based on at least 100,000 impressions across at least 50 campaigns to report on an individual metric for a combination of geography, format, inventory source and device. Countries include Australia, Canada, France, Germany, Italy, Japan, New Zealand, UK and US. Integral Ad Science is a digital ad verification company.

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