Last March 20th, comScore published an article relevant to a larger research initiative they’re working on that spelled out how an average of 72% of all campaigns run ad impressions on inappropriate sites or content. This is a large figure: 72% of all campaigns run in inappropriate environments. However, Dr.Magid Abraham’s presentation at the IAB’s Annual Leadership Meeting also stated that 14 or 18 campaigns measured (probably in this same research project) reported ad impressions in “inappropriate” environments 0,01% of the time. So even if most campaigns have “straggler” ad impressions that show up at the wrong place, the actual volume of these wrongfully targeted ads is rather small.
Last February I attended IAB’s Annual Leadership Meeting in Miami. One of the speakers that held my attention the most was Dr.Magid Abraham, President, CEO and co-founder of comScore. His presentation focused on the how CPMs have never gone up since online advertising began and that with our current model (note the recent talk by many on the death of the page view: AdAge, Mitch Joel and Doug Weaver to name but 3) it is impossible to increase the value of the ad impression as we know it.