Viewability in Data Transfer

Where to find viewability information

Data Transfer includes Active View information about impressions.

Viewability data can be found in both the Impression and ActiveView files using the ActiveViewEligibleCount, ActiveViewMeasurableCount, and ActiveViewViewableCount fields. A single impression may have multiple entries in the ActiveView files because the measurable and viewable values may be recorded separately. 

ActiveViewEligibleCount

While the ActiveViewEligibleCount field is available in the ActiveView files, it only has a value of zero from August 30, 2022 forward. Since that date, eligibility can be found by looking at this field only in the Impression files. A value of 1 in the files means that the impression was eligible and a value of 0 means that the impression was not eligible. This is true for all types of impressions.

ActiveViewMeasurableCount

The ActiveViewMeasurableCount field is available in both the Impressions files and the ActiveView files. The values for Display impressions and Video impressions are set differently in each file type. 

Display Impressions

• A value of 1 in the Impression files means that the impression is initially determined to be measurable.
• A value of 0 in the Impression files means that the impression is not measurable. 
• A value of -1 in the ActiveView files means that the impression is determined not to be measurable.
• A value of 0 in the ActiveView files means there was no change in the measurability of the impression. 

Take the sum of the ActiveViewMeasurableCount values from each file to find the measurability. 

Examples

• A display impression has a value of 0 in the Impression files and a value of 0 in the ActiveView files.
  0 + 0 = 0, therefore this impression was not measurable.
• A display impression has a value of 1 in the Impression files and a value of 0 in the ActiveView files.
  1 + 0 = 0, therefore this impression was measurable.
• A display impression has a value of 1 in the Impression files and a value of -1 in the ActiveView files.
  1 + -1 = 0, therefore this impression was not measurable.
  
  An impression will never have an ActiveViewMeasurableCount value of 0 in the Impression files and -1 in the ActiveView files. 

Video impressions

• For Video impressions, ActiveViewMeasurableCount will always have a 0 in the Impression files which means that the impression is initially determined not to be measurable.
• A value of 0 in the ActiveView files means there was no change in the measurability of the impression. 
• A value of 1 in the ActiveView files means that the impression is determined to be measurable. 

Take the sum of the ActiveViewMeasurableCount values from each file to find the measurability. 

Examples

• A video impression has a value of 0 in the Impression files and a value of 0 in the ActiveView files.
  0 + 0 = 0, therefore this impression was not measurable.
• A video impression has a value of 0 in the Impression files and a value of 1 in the ActiveView files.
  0 + 1 = 1, therefore this impression was measurable.

ActiveViewViewableCount

The ActiveViewViewableCount field is available only in the ActiveView files. A value of 1 in the files means that the impression was viewable and a value of 0 means that the impression was not viewable. This is true for all types of impressions. There are rare instances where an impression is recorded as viewable but not measurable. These impressions should be considered measurable as well.

Find eligible, measurable, and viewable impressions

Use the sample queries found here to find eligible, measurable, and viewable impressions.