If you are currently advertising on mobile, chances are that a lot of your ads aren’t being seen by human viewers.
The problem lies in the complexity of serving ads on mobile, a process that’s detailed in the infographic below – courtesy of mobile ad platform The Mobile Majority. Essentially, mobile advertising requires a number of different technologies to fire almost simultaneously in order for the ad to be successfully served and rendered.
If not integrated, these technologies tend to stumble over various mobile-specific hurdles, including shrinking screen sizes, the general lack of tracking tools like cookies, and the increasing popularity of the mobile app – an ecosystem unto itself.
Mobile advertising viewability becomes the sacrificial lamb when technologies don’t work together. Ensuring viewability is ultimately about communication and cohesion. As long as the mobile ecosystem remains fragmented, mobile viewability will remain broken.