B
Evidence Grade B
Safe to Cite
Current
50%
50% -- ad viewability rate for digital ads (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2026
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
95
Source Trust
90
Citation Chain
90
Independence
30
Methodology
45
Freshness
92
Sources (3)
Comscore
Primary
Tier A
http://www.comscore.com/Insights/Blog/As_Digital_Ad_Effectiveness_Measurement_Improves_Are_Branding_… ↗
Source Article
As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?
As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?
When it comes to digital advertising, we often spend our time pouring over data in order to create planning, modeling, targeting and buying efficiencies, but it’s very easy to get caught up in the process when…
Also cited by
statista.com
https://www.statista.com/
2026-08-16
ppc.land
https://ppc.land/
2026-08-16
Original Research
Comscore
· Original study ↗
Methodology
Comscore ad viewability data
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
digital ads: 50% ad viewability rate. Source: Comscore (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/digital-ad-viewability-50-percent
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<blockquote cite="https://lighthousedata.io/data/digital-ad-viewability-50-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- ad viewability rate for digital ads<br><small>Source: Comscore (2026) · <a href="https://lighthousedata.io/data/digital-ad-viewability-50-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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