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20 Reasons Your Ads Aren’t Seen

Impressions And Clicks Aren’t Enough

Your campaign may result in a large number of impressions, but up to 90% of them may not have actually been seen by a user. Here’s a list of the most common reasons your ads may never get in front of users:

    Reasons why an impression may not appear:

  1. The viewer clicks to another web page before the ad loads and renders;
  2. The ad loads, but in an area of the web page that is not within the viewer's browser window dimensions and scrolling position;
  3. The request was made by a spider or crawler (bot);
  4. The viewer has an ad blocker installed; . (Some ad blockers block the ad call, some do not. More study should be done in this area);
  5. The viewer has a browser set to block images and/or JavaScript;
  6. The viewer does not have the proper plug-in to render rich media installed;
  7. The viewer opens a page in a mobile device that is not configured to show the ad content;
  8. The viewer minimizes the browser;
  9. The viewer opens another browser window or another application;
  10. The viewer opens another browser tab;
  11. The viewer switches focus to another browser or application;
  12. The viewer moves the browser window so the ad is outside the display screen area.
  13. The viewer has multiple home pages set so when the browser is opened, two pages open in two tabs, and an ad resides on the tab that is not in focus.
  14. In the case of pre-roll video and video advertising, if the viewer minimizes the browser, tabs  away from, or opens another application over the video while the advertisement is playing or moves the browser window so the video is outside the display screen area;
  15. The request was made by an (invisible to the viewer) web page re-direct;
  16. Multiple ads are displayed in layers overlapping each other. The viewer then sees one ad, but impressions are reported for all layered ads.
  17. An image or shape is placed in a layer overlapping an ad.
  18. An ad or beacon delivered in an invisible width="0" height="0" Iframe.
  19. The ad is placed in area beyond the actual web page dimensions.
  20. Mutilated (http poisoning) packets Impression fraud.

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