Viewability

Visibility in online ads is a measure of whether an ad has been seen and varies between ad servers and analytics platforms.

Visibility is a metric that focuses on ad impressions that users actually see. For example, an impression isn't considered viewable if the user doesn't scroll down the page far enough to see the ad. MRC standards, introduced in 2014, require 50% of display ads to remain on screen for one second (two seconds for video ads) before billing the advertiser.

Visibility is all impressions your users have seen.

Measures whether an ad has been seen by a particular user. Visibility is measured with JavaScript embedded in each ad and then requested for each individual ad impression. The script runs automatically when the page loads and immediately starts measuring whether the ad is visible based on various statistics. This may include browsing an Internet or browser tab, seeing a particular ad from a user based on where the user scrolled on the page, how long the ad was visible based on these measures, and other factors. The most widely used visibility-based bidding strategy is Online Advertising and Advertising Technology Glossary No. CPVM. In 2015, the Interactive Advertising Bureau (IAB) published industry visibility standards. Visit the IAB website for more information.