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February 14, 2013 10:56 pm GMT

ComScore Says 5.3 Trillion Ads Shown In 2012, But 3 In 10 Are Never Seen

comscore ad impressionscomScore just released its Digital Future In Focus report for 2013, offering a broad swath of data in areas like social networking, search, and mobile. But the most interesting finding, at least to me, involved display advertising that 5.3 trillion impressions were served in the United States, but three in 10 are never actually rendered in-view.That's consistent with what comScore said in last year's report, when it found that 31 percent of ad impressions are never seen by consumers. Even though this is ongoing issue, the report says we should "look for advertisers to demand more accountability and publishers to reconfigure their site design and ad inventory to improve performance in the coming year."

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