Viewability
Was the ad actually seen?
Viewability measures whether an ad impression was actually in the visible area of the screen. Under the common standard a banner counts as viewable when at least 50 % of its area was visible for one second, a video from two seconds.
How we use it
We run campaigns on curated premium inventory. In the awareness stage, Integral Ad Science (IAS) continuously monitors viewability and ad fraud. Large formats such as the ad bundle and dynamic sitebar are particularly visible.
Example
A banner is delivered at the very bottom of the page, but the user never scrolls that far. The impression is counted but was not visible. Viewability makes this difference measurable.
Related terms: Premium environments, wastage, dynamic sitebar. To the glossary
