The look at networks and exchanges separately from publishers clearly shows that media publishers score much better than networks.
While ads bought via networks and exchanges reach a viewability of a mere 44.3%, ads bought from publishers directly reach up to 52.8%. At a time when there is a focus on viewability this is an important performance figure.
But also in terms of ad fraud and brand risk, ads bought directly from publishers show advantages of about six per cent when their performance is compared to ads bought via networks and exchanges.
These grave differences are hardly reflected in the overall numbers, because networks serve a higher proportion of impressions. The look behind average numbers delivers a clear message: Buying directly from publishers is the best option.
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