Viewability
What is Viewability?
Viewability refers to the percentage of ad impressions that are displayed and ultimately seen by the user. For different types of ads, the definition of viewability can vary. Viewability is an important metric in traditional advertising like banner and video ads.
For most banner ads, the IAB defines a viewable impression as an ad where at least 50% of the ad’s pixels are visible in the browser window for at least one second.
For in-stream video ads, the IAB defines a viewable impression as an ad where at least 50% of the ad’s pixels are visible in the browser window for at least two seconds.
In rewarded advertising, viewability is an important metric since it increases the chances a user will see an ad slot to ultimately drive revenue for a publisher and a payable action for an advertiser.