B Evidence Grade B Safe to Cite Current

31%

31% -- viewability rate exchanges for Ad exchanges (2026)

Name: Viewability Rate Exchanges Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-07

2026 · Comscore

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Attribution: Comscore View source

Lighthouse Research Team

Last verified: 2026-08-07 · How we verify data →

Source verified Evidence graded

Value

31%

Unit

Percentage

Data Vintage

2026

Entity

Ad exchanges

Geography

Global

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

67/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (2)

Comscore Primary Tier A

http://www.comscore.com/ger/Insights/Blog/Viewability_The_Evolution_of_Digital_Advertising_From_Dire… ↗

Confidence: 71/100 Vintage: 2026 Channel: Common Crawl

Source Article

Viewability: The Evolution of Digital Advertising: From Direct Response to Branding

Viewability: The Evolution of Digital Advertising: From Direct Response to Branding Digital advertising in Australia has grown at a torrid pace. Zenith Optimedia reports that spending for online advertising (29% of all Australian ad expenditures) is now almost equal to the amount of money spent on T…

Also cited by

exchangewire.com https://www.exchangewire.com/

2026-08-15

Original Research

Comscore · Original study ↗

Segmentation

IndustryMedia RegionGlobal RoleAll marketers Channelpaid_ads

Cite this stat

Plain Text

Ad exchanges: 31% viewability rate exchanges. Source: Comscore (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/viewability-rate-exchanges

HTML Embed

<blockquote cite="https://lighthousedata.io/data/viewability-rate-exchanges" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>31%</strong> -- viewability rate exchanges for Ad exchanges<br><small>Source: Comscore (2026) · <a href="https://lighthousedata.io/data/viewability-rate-exchanges" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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