page_title: Viewable Impression
section_title: Implementation
hierarchical_section_title: Viewable Impression / Implementation
caption_attribution_description: English: Viewable Impression Implementation Figure
context_page_description: In the online advertising industry, a Viewable Impression is a measure of whether a given advert was actually seen by a human being, as opposed to being out of view or served as the result of automated activity. The Viewable Impression guidelines are administered by the Media Rating Council and require that a minimum of 50% of the pixels in the advertisement were in an in-focus tab on the viewable space of the browser page for at least one continuous second.
  The first system to deliver reports based on a Viewable Impression metric for standard IAB Display ad units, called RealVu, was developed by Rich Media Worldwide and accredited by the Media Rating Council on March 9, 2010. Other companies to offer viewable impressions include DMA-Institute OnScroll, C3 Metrics, Comscore, and AdYapper, while MSNBC utilizes ServeView, a proprietary system in use since 2010.
  The definition of a Viewable Impression may depend on the type of the ad units and the reporting system.
context_section_description: The complete viewer's environment is gathered by a client-side technology for every viewable impression reported and transmitted back to a server-side database.
  Data for each view includes the viewers display resolution, the viewer's browser window dimensions, the dimensions of the web page the ad appeared on, the location of the ad on the page, and the scroll position at the time the viewable impression was recorded.
  This data results in a visual representation of the viewer's environment of each viewable impression reported.
  Then the position of the ad is calculated as is the area of the ad that shown on the screen.
  Also, the view time of the ad is collected by the client (viewer) side engine considering whether the web page the ad resides on is "In focus." (“In-focus” is defined as when a Web page is the primary window open on a user's screen, unobstructed by any other application window. Web page focus can be affected by: minimizing the browser, opening or switching to another browser window or application, opening or switching to another browser window tab, or placing the curser on the browser address bar or other browser button).
caption: Viewable Impression Implementation
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