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Viewability and Active View

We’re working to incorporate Active View metrics across our ad products to provide our partners the information they need to understand the viewability of their sites. This article will help you understand:

  • What viewable impressions are
  • What they mean for your site
  • Provide suggestions to improve the number of viewable impressions your site generates

What is a viewable impression and viewability?

An impression is considered a viewable impression when it has appeared within a user’s browser and had the opportunity to be seen. The Interactive Advertising Bureau (IAB) defines a viewable impression as an ad that meets the following criteria:

  • For ads, 50% of the ad’s pixels are visible in the browser window for a continuous 1 second.
  • For larger ads (those greater than 242,000 pixels), 30% of the ad’s pixels are visible in the browser window.
  • For in-stream video ads, 50% of the ad’s pixels must be visible in the browser window for a continuous 2 seconds.

Active View reporting provides measurement data to inform publishers of the number of viewable impressions their site generated. Publishers can use this data to understand and enhance their site’s viewability.

Why is Viewability important to me?

Viewability data can help publishers increase the long-term value of their display inventory. Advertisers are increasingly asking to buy viewable impressions, and publishers with the most viewable inventory will be in the best position to earn more revenue from this trend. Maximizing the number of viewable impressions on your site will:

  • Make additional inventory eligible to brand advertisers buying viewable impressions on the Google Display Network
  • Reveal high and low areas of viewability on your site so you can focus on increasing your viewability rate
  • Help you understand how likely an ad unit is to be clicked; after all, an ad needs to be viewable to be clicked
In recent studies, mobile sites that loaded within 5 seconds, versus 19 seconds, were observed to have 25% higher viewability. 

Learn how to improve your mobile content with the DoubleClick Mobile Web Speed Toolkit.

Learn about viewability best practices.

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