Measurement
Viewability
Viewability measures whether an ad had the opportunity to be seen according to an accepted measurement standard rather than merely being served somewhere on a page or screen.
Advertisers care about viewable opportunities because an impression that never enters a viewable area has limited chance to influence a user.
How it works
- The creative is rendered and measurement starts.
- The measurement system evaluates how much of the ad is in view and for how long.
- The impression is classified according to the applicable viewability rule.
Frequently asked questions
Is a served impression automatically viewable?
No. Served and viewable are different measurements; an ad can be delivered without meeting the applicable viewability threshold.
Does higher viewability guarantee better campaign results?
No. Viewability is an opportunity-to-see signal, not proof of attention, engagement or conversion.