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Viewability standards

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

Viewability standards

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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