What measurement does viewability assess?

Prepare for the IAB Digital Media Sales Certification Test. Study with flashcards and multiple choice questions, each question has hints and explanations. Get ready for your exam!

Viewability assesses the visibility of an ad placement on the screen, which is fundamental in evaluating the effectiveness of digital advertising. This measurement determines whether an ad has been seen by users, based on specific criteria such as how much of the ad is in view and for how long. For example, an ad may be considered "viewable" if at least 50% of its pixels are displayed in the user’s viewport for at least one second for display ads or two seconds for video ads. This standard ensures that advertisers can be more confident that their ads are actually seen by potential customers, rather than merely served without engagement.

Other measurements, such as display time of an ad or tracking user behavior, do not directly address the fundamental criteria of whether an ad is actually visible to users on their screens. Similarly, interactivity pertains to the ways users can engage with an ad, but again does not provide insights into the visibility aspect that viewability focuses on.

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