Why does it matter if the ad is visible? When those same companies post in People magazine, they pay for the placement they want and get no data about how many people saw the ad.
The agencies that buy the ad verify it was placed in the right spot at the right size and that's about all they can do.
Why should the web be any different? As long as they insist on bundling javascript with their ad, I'm going to run an ad-blocker.
What? Because it can - it's the biggest reason so much money is transferring to digital and away from print, because of data and accountability. An ad that was at least scrolled into view is better than one that isnt and many campaigns are now bought on that basis.
It's not perfect but it's far better than before and we're not going back.
CPG can't be tracked is the problem, there's a major last mile / offline attribution issue and it's only getting tougher as security/privacy gets more regulated.
That being said, we work with P&G, they definitely know more now than decades before with older mediums.
The agencies that buy the ad verify it was placed in the right spot at the right size and that's about all they can do.
Why should the web be any different? As long as they insist on bundling javascript with their ad, I'm going to run an ad-blocker.