Viewability measures whether a digital ad was actually viewable on screen — not just served — giving a person the chance to see it, rather than loading below the fold or off-screen.
An ad can be ‘served’ (counted as an impression) without ever appearing on screen — it may load below the fold the user never scrolls to, or in a background tab. Viewability measures whether the ad was actually in view, so you’re paying for real chances to be seen, not phantom impressions.
The common industry standard (from the MRC/IAB): a display ad is ‘viewable’ if at least 50% of its pixels are on screen for at least 1 second (2 seconds for video). It measures the opportunity to see, not whether anyone actually looked.
Low viewability means wasted spend on ads nobody could see — a major source of leaked budget in display and programmatic. Track viewability, buy quality inventory, and favour placements and partners with high viewable rates. It’s a baseline, though: viewable isn’t the same as viewed or effective.
Viewability measures whether a digital ad was actually viewable on screen, not just served. An ad can count as an impression while loading below the fold or off-screen; viewability captures whether it had a real chance to be seen.
By the common MRC/IAB standard, a display ad is viewable if at least 50% of its pixels are on screen for at least one second (two seconds for video). It measures the opportunity to see, not whether anyone actually looked.
Low viewability means paying for ads nobody could see — a major source of wasted spend in display and programmatic. Tracking it and favouring high-viewability inventory keeps budget on impressions that had a real chance to work.
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