What You Need to Know About Viewability?

Jan 16, 2016

Viewability is a simple concept. Digiday defines it this way: "Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users." Using Viewability as the standard means that advertisers only have to pay for ads that are actually seen.

The IAB has defined a "viewable" impression as having at least 50% visible for at least one second. However, there is not yet consensus among vendors offering viewability solutions-meaning they are still using different methods and technologies to measure viewability.

However, Google announced in September, 2015 announced it would start introducing 100% viewable ads. According to MediaPost, Google has said that "around 56% of display ads never have a change to be viewed, but the problems around ad blocking exacerbated the issue."

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