This represents a 4% point jump on the previous quarter however the UK still lags behind other European countries in terms of viewability levels according to a report from ad verification company, Meetrics.

In France it is 66%, Austria 65% and Germany 60%.

An ad is considered viewable if it meets the IAB and Media Ratings Council’s recommendation that 50% of it is in view for at least 1 second. Advertisers and publishers are now also able to see why ads aren’t viewable, for example because the ad didn’t load quickly enough, or it sat below the fold (the part of the page on view).