Viewable impression

Article summary

In the online advertising industry, a viewable impression is a measure of whether a given advert was actually seen by a human being, as opposed to being out of view or served as the result of automated activity. The viewable impression guidelines are administered by the Media Rating Council and require that a minimum of 50% of the pixels in the advertisement be in an in-focus tab on the viewable space of the browser page for at least one continuous second. The measurement of ad visibility was first introduced in 2008 by Alenty, and was the first system to deliver reports based on a viewable impression metric for standard IAB (Interactive Advertising Bureau) Display ad units, called RealV were developed by Rich Media Worldwide and accredited by the Media Rating Council on March 9, 2010. Other companies to offer viewable impressions include DMA-Institute OnScroll, C3 Metrics, Comscore, and AdYapper, while MSNBC utilizes ServeView, a proprietary system in use since 2010. The definition of a viewable impression may depend on the type of ad units and the reporting system.…

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