Viewability
Definition
Viewability measures whether an ad could appear in the visible area according to defined criteria.
A delivered ad is not automatically visible. Viewability evaluates, based on defined area and time criteria, whether an ad impression offered an opportunity for perception.
Simply explained
An ad does not count as visible just because it was loaded somewhere on a long page.
Why it matters in practice
The metric helps distinguish delivered advertising from actually visible placements.
Example from business
Hypothetical example: An advertising team compares placements based on the share of measurable impressions that meet visibility criteria.
Limits and pitfalls
- Visibility neither proves attention nor recall. Measurability, ad format, and the standard used influence the evaluation.
Origin & history
The metric arose from the need to evaluate digital ad delivery based on possible perception.
Use in mid-sized companies
- Consider the share of visible impressions together with measurability and campaign goals.
Frequently asked questions
Did someone definitely see a visible ad?
No, it only had the defined opportunity to be perceived.
Sources
Editorially reviewed on: