Price comparison website MoneySuperMarket says it is addressing the "increasing issue" around online ads "being served but never seen".
The company says the problem is a consequence of the rise in the automated buying and selling of online advertising.
It has brought in Meetrics to help improve the percentage of online ads - bought by MoneySuperMarket through programmatic trading - "that will actually be viewable on a webpage".
Meetrics says it is "at the forefront of the ad visibility issue", after "proving around 30 percent of online ads served are never visible" - which wastes a significant proportion of clients' advertising spend.
Meetrics will manage and optimise MoneySuperMarket's online display ad campaigns through a real-time dashboard, that provides data on whether the ad is visible, how long it's seen for and the number of clicks. This data will be used to optimise campaigns by targeting sites with high ad visibility.
After a testing phase, which saw a 37 percent increase in ROI by focusing on sites with high ad visibility, MoneySuperMarket is working continuously with Meetrics from this month.
Using view time, Meetrics says it will also be able to isolate and exclude unintentional clicks to give MoneySuperMarket a "truer picture of ad engagement". The premise being a person must see an ad for a certain length of time in order to intently click on it.
"Ad viewability will become even more important this year at MoneySuperMarket and the industry as a whole," said Sammy Austin, MoneySuperMarket RTB (real-time bidding) performance media manager.
"Meetrics is one of the founding providers in the space. Their historical expertise combined with an advanced road map - such as the ability to categorise impressions based on viewability pre-bid - made them the standout choice," said Austin.
Sign up for Computerworld eNewsletters.