Sources:

The IAB definition is that 50% of ad is seen for at least 1 second (Source: IAB) http://www.iab.net/media/file/vCECharterStudy.pdf

20 reasons why a served as isn’t always viewed (Source: Realvu) https://www.realvu.net/dom/RealVu_DOM.pdf

2012 Global Digital Advertising Spend = $94.2 Billion (ComScore via @mediabistro) 54% of online banner ads are never seen (Metric Science) http://www.metricscience.com/product

The first banner ad was sold in 1994 (AdAge) http://adage.com/article/digitalnext/happy-birthday-digital-advertising/139964/

When there was just 10,022 websites on the internet (Preceden)

http://www.preceden.com/timelines/3908-history-of-the-internet

The CTR was 78 %(Affiliates4U) - http://www.affiliates4u.com/news/2011/09/worlds-first-banner-ad-clicked-through-78-compared-007-today/

4 trillion banner ads served a year across 644 million active websites. (OnScroll)

http://www.onscroll.com/

Average CTR 0.09% (Mashable) http://mashable.com/2011/08/19/google-click-through-rates-fell-in-2010-study/

Across news sites, the average number of banner ads (Metric Science) http://www.metricscience.com

“The Viewable Impression is the most realistic view of internet ads that will move the business…it’s a new currency that we can organise around.” David Cohen, CMO UM + Chair of 4A’s http://adage.com/article/special-report-audience-buying-guide/online-ad-ad/233934/

Forbes, ESPN, USA Today – all made viewable only inventory available for advertises in 2012

http://www.comscore.com/Insights/Press_Releases/2012/3/Forbes_Leads_the_First_Wave_of_Publishers_to_Adopt_comScore_validated_Campaign_Essentials

http://www.adweek.com/news/technology/espncom-wants-go-legit-140541

http://www.gannett.com/article/99999999/PRESSRELEASES19/121003001/New-USATODAY.com-Creates-Better-Viewing-Experience-for-Consumers-and-Facilitates-Visibility-and-Value-for-Advertisers-with-comScore-Validated-Impression-Measurement

Research shows viewable impressions increase CTRs (click through rates) by 54.4% and engagement rates by 2.5x (BrandRepublic)

http://www.brandrepublic.com/opinion/1160312/Viewable-impressions-send-engagement-relevance-soaring/

It’s estimated that Viewable impressions will help raise CPM rates ($) by 76% between 2012 & 2017 $3.17 2012 + $6.64 2017 (adage) http://adage.com/article/digital/forrester-reduces-forecast-online-ad-spending/237647/