What Is Ad Viewability and Why It Matters Ad viewability refers to whether an ad was actually seen by a user. According to the IAB, a display ad is considered viewable when at least 50% of its pixels are in view on the screen for a minimum of one second. For video ads, that benchmark is 50% in view for two continuous seconds. Viewability isn’t just a metric—it’s a signal of quality for advertisers. Ads that are more likely to be seen are more valuable, meaning higher CPMs and more competitive bids in the programmatic ecosystem. The Link Between Viewability and Revenue Platforms like Google Ad Manager and many DSPs now factor viewability into their bidding logic. High viewability rates often lead to: Better CPMs due to advertiser trust More eligible demand from brand advertisers Improved ad rank and prioritization Low viewability, on the other hand, can tank inventory value—even if your traffic is legitimate and high-volume. Key Techniques to Improve Viewability 1...
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