{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,13]],"date-time":"2026-08-13T14:26:53Z","timestamp":1786631213098,"version":"build-2736575974"},"posted":{"date-parts":[[2017]]},"group-title":"SSRN","reference-count":5,"publisher":"Elsevier BV","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:p>A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising campaigns on publisher websites. This paper discusses how the adoption of such technologies could impact the economics of online advertising.<\/jats:p>","DOI":"10.2139\/ssrn.2969891","type":"posted-content","created":{"date-parts":[[2017,6,28]],"date-time":"2017-06-28T11:43:12Z","timestamp":1498650192000},"source":"Crossref","is-referenced-by-count":1,"title":["Advertising Viewability in Online Branding Campaigns"],"prefix":"10.2139","author":[{"given":"David","family":"Bounie","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Martin","family":"Quinn","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Morrisson","family":"Val\u00e9rie","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"78","reference":[{"issue":"3","key":"ref1","doi-asserted-by":"publisher","first-page":"668","DOI":"10.1111\/j.1756-2171.2006.tb00037.x","article-title":"Competition in two-sided markets","volume":"37","author":"M Armstrong","year":"2006","journal-title":"The RAND Journal of Economics"},{"key":"ref2","doi-asserted-by":"publisher","DOI":"10.2139\/ssrn.2854265","author":"D Bounie","year":"2016","journal-title":"Do You See What I See? Ad Viewability and the Economics of Online advertising?"},{"issue":"2","key":"ref3","doi-asserted-by":"publisher","first-page":"192","DOI":"10.2501\/jar-53-2-192-199","article-title":"If an Advertisement Runs Online And No One Sees It, Is It Still an Ad?","volume":"53","author":"S Flosi","year":"2013","journal-title":"Journal of Advertising Research"},{"key":"ref4","doi-asserted-by":"publisher","first-page":"413","DOI":"10.1145\/2806416.2806536","article-title":"Viewability Prediction for Online Display Ads","author":"C Wang","year":"2015","journal-title":"Proceedings of the 24th ACM International on Conference on Information and Knowledge Management\" CIKM '15 ACM"},{"key":"ref5","doi-asserted-by":"publisher","DOI":"10.3726\/978-3-653-05788-1\/1","author":"W Zhang","year":"2015","journal-title":"An Empirical Study on Display Ad Impression Viewability Measurements"}],"container-title":[],"original-title":[],"deposited":{"date-parts":[[2026,8,13]],"date-time":"2026-08-13T13:27:03Z","timestamp":1786627623000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.ssrn.com\/abstract=2969891"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2017]]},"references-count":5,"URL":"https:\/\/doi.org\/10.2139\/ssrn.2969891","relation":{},"subject":[],"published":{"date-parts":[[2017]]},"subtype":"preprint"}}