NEW YORK ( TheStreet) -- Remember the old advertising saw that half the ads anybody runs are a waste -- and it's just anybody's guess which half?
Well, Anne Hunter can explain exactly why that joke is still sadly funny when it comes to the Internet.
"The majority of display ads served today on PCs are not seen," said Hunter, a pro numbers nerd -- specifically, senior vice president for global marketing strategy at ComScore, the Reston, Va., Web data and analytics company.
"We are not talking about engagement or how long people look. That's something else," she said. Rather, it's the ads people can actually view online. "We've measured it, and just over 54% of Web advertising is not being given the opportunity to be seen by human beings."She is not guessing. Hunter has more than a decade of serious ad-data jujitsu at firms such as AOL (AOL) and now ComScore, where she and Andrea Vollman, senior director for marketing, worked as a part of a team that has created several deep-dive studies into what's what with the missing ad impressions. It's part of a larger effort branded as Validated Campaign Essentials. After digging through their work and spending and nearly an hour on the phone with them, it's pretty clear there's a whole lot of Web ad dollars bleeding all over the floor. The Invisible Web Ad
The blinding flash of investor insight Hunter and Vollman reveal is how, even after 15 years of trying, the key organs of the Web advertising body still aren't anywhere close to efficient.