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Roughly half of online ads are going unseen, per various reports. This is creating a nightmarish scenario for advertisers who face the prospect of wasted spending while publishers are left having to reassure buyers whose confidence in the medium is shaken.
Google and others are responding with tools that promise to ensure advertisers their ads are being seen. One outcome of this is that the long-held assumption that ads at the top of the page are most viewed is being challenged.