Over Half of Paid Programmatic Impressions Probably Aren’t Viewed by an Actual Person

The best-case scenario: one-third of views are likely fraudulent, experts say

Advertising Week panelists were asked what percentage of paid programmatic impressions aren't viewed by humans—and their estimates were bleak. Getty Images

Digital publishers are trying to address their industry’s continued struggles with brand safety and fraud, but experts say they still have a long way to go. More than half of paid programming impressions are probably fraudulent, while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.