Viewability

If a tree fell down in a forest and nobody heard it, did it make a sound? 
You could ask the same question about ads.
 If an ad was served at the bottom of a mobile web page or app
 and nobody scrolled down to see it, did it make an impression?
Ad viewability is increasingly important for these exact situations.
 This metric measures only the impressions that are actually
 seen so your metrics will not be skewed by non-viewable ads.
 As a result, viewability standards and benchmarks are critical.
 Let’s explore this more in depth.

What is viewability?

Viewability is a digital advertising metric that measures “seen” impressions.
 Essentially, it only reports impressions that can actually be viewed.
So, what does “viewed” really mean? The standard definition indicates
 that at least 50% of the ad must be in view for at least one second 
for display ads and two seconds for video ads.
 This is the Internet Advertising Bureau’s (IAB) 

 viewability standards definition, but the guidelines

 may depend on other factors and individual marketers or media.
This concept aims to overcome a big challenge advertisers are facing
 in the digital measurement space by enabling accountability 
and generating more accurate insights.
 Let’s begin our discussion by covering more reasons why ad 
viewability is so important.

Why is viewability important?

Similar to other aspects of marketing, viewability is becoming
 increasingly critical as the industry is evolving. 
It’s also a very valuable marketing metric for your brand’s campaigns.
 And, expectedly, it’s much more accurate for measuring reach. 
Avoiding the discrepancy in ads served versus ads in view allows
 for more accurate insights and conclusions.
 These viewability standards also create easier ways to compare
 this metric across publishers, as there’s more consistency
 in their actual impact. Ultimately, viewability curates a more precise picture
 of how to drive better results for your business.