Ad viewability is a relatively new concept in digital advertising, but has become a hot topic ever since a report from comScore showed that 54% of display ads were not being seen, despite advertisers paying for them. It is an online advertising metric that aims to track only impressions that can actually be seen by users.
To keep it simple, viewability is a metric that tracks if at least half of a display ad has the chance to be seen in the viewable portion of a browser window for at least one continuous second. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.
Viewability is designed to let advertisers pay only for the ads that users could possibly see. If you are interested in knowing more about what is your website’s ad unit viewability, feel free to contact us for an audit.