The recent study by Google reveals that majority of ad impressions are unseen by the users. Here's what Google said, "A small number of publishers are serving most of the non-viewable impressions. 56.1% of all impressions we measured are not seen, but the average publisher viewability is 50.2%".
Another study by Association of National Advertisers and White Ops, an ad fraud detection firm showed, "11% of online display ads were prompted to appear by bots" and "23% of video ads purchased were wasted on fraudulent traffic". A calculation by PricewaterhouseCoopers says that this translates to a potential loss of 6 billion across the globe to ad fraud in 2015.
All the studies and revelations have mad the online ad space look scary. What makes online ads awesome is the ability to measure them because this is something missing in the offline ads. But, the sad part is that you can also fake stuff online at the same time.Google Reveals that 56.1% of Ad Impressions Are Not Even Seen!,