Viewability standards

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The industry standard for viewability was developed under the leadership of the Media Rating Council (MRC).

  • Display and App ads are considered viewable when at least 50% of the ad is visible for at least 1 second.
  • Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.
  • For larger ad units (like Skins), 30% of pixels in view for 1 second constitutes a Viewable ad.

According to IAB, “custom ad units and important elements of sponsorships are not consistently measurable today. The measurement standard and the technology are still evolving.”

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