Measurement
Viewability
Viewability measures whether a served advertisement had the opportunity to be seen by a human, based on how much of the creative was rendered in the visible area of a screen and for how long.
Last reviewed
In detail
Viewability distinguishes a delivered impression from a meaningful one. An advertisement can be technically served and recorded while never appearing in the visible portion of a screen, which makes raw impression counts an unreliable measure of delivery quality.
Standards vary by format and market, which is precisely why cross-border campaigns need an agreed reference point. Without one, an advertiser and a media owner can both report accurately and still disagree about what was delivered.
In cross-border work, the value of a third-party viewability measurement is less about the specific threshold applied than about both parties measuring against the same one.
Related terms
- Third-party ad server
- A third-party ad server is an independent platform that delivers and measures advertising separately from both the advertiser and the media owner, producing a delivery record neither transacting party controls.
- GIVT and SIVT
- GIVT is general invalid traffic identifiable through routine filtration such as known bot lists; SIVT is sophisticated invalid traffic that requires behavioural analytics to detect because it is engineered to imitate human activity.
- Brand safety
- Brand safety is the practice of ensuring advertising does not appear adjacent to content that would damage the advertiser's reputation, and that a media owner's inventory does not carry advertising that breaches its own standards.