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Term Definition
A measure of whether an ad has been seen by a given user. Viewability measurement is achieved using javascript embedded within each creative which is then called for each individual ad impression. The script launches automatically as the page loads and immediately starts measuring if and when the creative is viewable based on a variety of measures. These may include whether a web or browser tab is in focus whether a particular ad is in view of a user based on where on the page the user has scrolled to how long an ad was visible based on these metrics and other factors. The most commonly used bidding strategy based on viewability is CPVM. In 2015 the Interactive Advertising Bureau (IAB) released industry standards for viewability. To learn more see the IAB website.