So the capital of programmatic is also the capital of unviewable. The correlation between the two seems unavoidable as Meetrics publishes another viewability report which makes for particularly dismal reading. Not only is the UK the capital of adverts that never stand a chance of being viewed, the figures continue to move in the wrong direction. The latest set are the worst in 18 months and show that less than half of UK digital display is viewable. That’s just 47% of ads which have a chance of being seen, compared to 54% this time last year. To put it bluntly, when the researchers take a look at annual display spend, as per IAB UK figure, the result is viewability is costing digital advertisers some GBP700m per year in unseen inventory.