Viewable Impression
A viewable impression is a standard measure of ad view-ability defined by the International Advertising Bureau (IAB). It is an ad that is at least 50% on screen for more than one second. An ad viewed for at least one second can be considered viewable, which includes all ads that are displayed within the bounds of the ad network. Ads that are viewable for longer than one second are considered to be fully viewable.
The Importance Of Viewable Impressions
The problem with analyzing an ad impression without knowing the view-ability rate is that it can be misleading. Many advertisers are paying for inventory that isn’t actually being seen by potential customers. Viewable ad impression provides a superior metric which better captures how many ads are being delivered to consumers.
Knowing that the ad is being seen allows advertisers to more precisely measure ad performance. It means publishers can learn how their ads perform and which ads are best suited for certain demographics, as well as which ads are most effective in particular locations and at which times of day.
When An Impression is Not Considered Viewable
An ad is not considered viewable if the user left the page before 1 second has passed, didn’t scroll far enough down to see the ad, or the page was loaded through a proxy server, crawler or spider. Other reasons could be that the user’s computer is missing a compatible plug-in, or they tried to open the page with an unsupported browser.
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