[dane]

"That uncertainty reached a new high this week, as Google announced that 56.1% of ads served on the internet are never even “in view”—defined as being on screen for one second or more. That’s a huge number of “impressions” that cost money for advertisers, but are as pointless as a television playing to an empty room."

I don't understand the issue here. Unless things have changed over the years, the vast majority of Google advertisers would be paying "per click" (CPC) rather than "per impression" (CPM). When I was advertising it was quite difficult to pay on a "per impression" basis, and the offers to enable this were after considerable data had been calculated using the "per click" method. Switching to "per impression" was optional and appeared to average your existing "per click" spend rather than some program to hide your underlying click spend.

As a "per click" advertiser I don't care if my ad is only "in view" half the time it's displayed. I care that a person is clicking and they intended to click.