The goal of advertising is and always has been to have an impact.
While it’s critically important for an ad to be seen, viewability alone is not a measure of effectiveness.
It should be noted, however; that visitors may have spent more time browsing other sites than those shown here, since these are only the ten most frequently visited.
Each month Nielsen also focus on websites from a specific sector, and this time they analysed online news providers. -ABC News Websites group had the most unique visitors - over 62 million - during May, with the CNN Digital Network (39.6 million) some way behind in second.
It’s time to shift our focus back to other metrics that matter so marketers can evaluate the true success of their efforts and media companies can prove their value.