What Is Ad Viewability and Why It Matters Ad viewability is a metric that tells you whether an ad was actually seen by a user. According to industry standards set by the Media Rating Council (MRC), an ad is considered viewable if at least 50% of its pixels are visible on the screen for at least 1 second (for display ads) or 2 seconds (for video ads). This matters because advertisers don’t want to pay for impressions that users never had a chance to see. As a result, high viewability directly correlates with higher CPMs and better overall ad revenue. How Viewability Affects CPM Rates Programmatic buyers use viewability scores as a major factor when placing bids. If your ad units consistently have high viewability, they become more attractive to premium buyers, leading to: Increased bid density (more competition per impression) Higher floor bids and effective CPM Repeat purchases from satisfied advertisers On the flip side, low viewability impressions are often filtere...
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