Viewable impressions

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A served ad impression can be classified as a viewable impression if the ad was contained in the viewable space of the browser window, on an in-focus browser tab, based on pre-established criteria such as the percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser. It is recognised that an ‘opportunity to see’ the ad exists with a viewable ad impression, which may or may not be the case with a served ad impression. Currently the pre-established criteria is stated as at least 50% of the ad being viewed for one continuous second or more for display ads [1]

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  1. IAB Europe Viewable Impressions White Paper