What is Viewability?

Viewability is a metric used to measure the performance of the ads. Viewability helps us to determine whether the ads that delivered were actually viewable to the users.

When can we say that the ad served is viewable? or What will make an impression viewable?

Each impression will be considered viewable only if it meets this below criteria

For Display ads, 50% of the ad’s pixel should be visible to the users in the browsers window for at least 1sec.

Similarly, for the video ads, 50% of the ad’s pixel should be visible to the users in the browsers window for at least 2sec.

And for display ads having 242,500 pixels or more should meet the criteria like 30% of ad should be visible for at least 1 sec.

Below is the viewability Formula,

Viewability = (Viewable Impression)/(Total Impression)

here Total Impression represents the number of times an ad has been delivered.

Viewable impressions represent the impressions that were visible to the user when they entered the browsers.

To get a practical demo of how viewability is measured visit this below link

https://www.thinkwithgoogle.com/feature/viewability/demo/

What is Active View?

Active View is Google’s technology. It is being used in all the google marketing platforms like Google ads, DCM, DFP, DV360.

This Active View is a viewability solution that incorporates all of the standards initiated by the Interactive Advertising Bureau (IAB).

This Active View technology helps all the google tools to provide detailed reporting insights on Viewable impressions.

If you are using DCM for serving video ads then you can turn off this Active View features for all each individual tags that you have generated in Campaign manger. You can find this options in placements level under instream video settings.

Total Impression by Active View:

Google had received accreditation from MRC for its Active View solutions.

According to this Active View Technology, Total impressions are the combination following three parts,

  • Eligible impressions
  • Measurable impressions
  • Viewable impressions

An impression is qualified as eligible only if it achieved a perfect communication with the ad server. Among these eligible impressions, some of them are not compatible to record the active view data.

An impression is called a measurable impression once it has been delivered into the available ad slots that are compatible to measure the active view.

Viewable impressions are part of the measured impression. This viewable impression represents the number of impressions that are viewable according to the Active View criteria.