What does viewability in digital advertising measure?

Viewability in digital advertising specifically measures whether an ad was actually seen by a user. This metric is crucial for advertisers because it focuses on the effectiveness of an ad placement, ensuring that the ad is not just served but is placed in a position where users can view it.

For a display ad to be considered viewable, certain industry standards need to be met, such as the ad being fully loaded and being in view for a specified amount of time. This is particularly important for advertisers who want to ensure their messages are reaching the intended audience effectively and to maximize the return on their advertising investments.

While other choices address different aspects of digital advertising—like clicks, impressions, and cost—viewability specifically highlights the fundamental importance of an advertisement being seen, which is vital for driving engagement and achieving campaign goals.