Viewability is a metric that measures the visibility of an online advertisement. It refers to the percentage of an ad that is actually seen by the user. It is based on the criteria set by the Media Rating Council (MRC).
According to their definition if at least half of a display ad’s pixels are in view for at least one second it counts as a viewable impression.
Video ads need to be in view for at least two seconds to be counted as viewable – but similarly to display ads, only 50% of their area needs to be visible.
Increasing viewability is important for publishers because it can impact the effectiveness and return on investment (ROI) of the ad campaigns running on their sites. If an ad is not viewable, it is unlikely to have any impact on the viewer, meaning the advertisers are effectively wasting their money.
By improving the viewability of the ad zones on their sites, publishers can attract more high-quality campaigns and increase their revenue. This can be achieved by placing the zones exclusively in the viewable positions of the page, using ad formats that are more likely to be seen, and optimizing the user experience to minimize distractions.
Watch this short video to learn more about increasing ad viewability and user experience on your site!
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