💠 What is a Viewability Rate? 💠

➡️ Viewability Rate is the percentage of ads which are actually seen by a user.

➡️ By this we mean, the viewability rate is the percentage of ad impressions which count as being viewed. A viewed impression is described as being at least 50% on screen for one second. For example if a website has 10 ad impressions, of which five are counted as viewable, then the site will have a Viewability Rate of 50%.

💠 Viewability Rate Formula 💠

Viewability Rate = (Viewable Ad Impressions / Ad Impressions) x 100

➡️ Note: “Measured ad impressions” are used in the above formula (as opposed to regular ad impressions). This is because viewability/verification vendors are unable to measure 100% of total ad impressions. As a result measured ad impressions are always lower than ad impressions.

➡️ Measured ad impressions are simply the amount of ad impressions measured by a company.