What is optimal ads viewability?
November 17, 2014 | Performance

viewabilityViewability is an online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.

Viewable Display Ad Impressions are counted when the following criteria are met:
• Pixel Requirement:
Greater than or equal to 50% of the pixels in the advertisement were on an in-focus browser tab on the viewable space of the
browser page, and
• Time Requirement:
The time the pixel requirement is met was greater than or equal to one continuous second, post ad render.

Optimal viewability percentage in digital advertising industry is 55-65%. Anything below these numbers is considered as low viewability inventory with lower performance.

Example of viewable and not viewable impression:

Ads viewability

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