What does viewability measure in digital advertising?

What does viewability measure in digital advertising?

• A. The total budget spent on a campaign.
• B. The proportion of an ad that is actually viewable by a user.
• C. The rate at which an ad is clicked.
• D. The number of times an ad is loaded.

Answer: (B)

Viewability measures the portion of an advertisement that is actually viewable by a user. In digital ads, a display ad is considered viewable when enough of it is visible in the user’s browser or app window for a minimum amount of time (for example, half of the ad visible for at least one second; video ads have their own thresholds). This metric focuses on whether the ad had the opportunity to be seen, not whether it was seen, clicked, or loaded. It helps advertisers avoid paying for impressions that couldn’t be viewed. The other options describe budget, engagement (clicks), or loading frequency, which are different concepts.

Viewability measures the portion of an advertisement that is actually viewable by a user. In digital ads, a display ad is considered viewable when enough of it is visible in the user’s browser or app window for a minimum amount of time (for example, half of the ad visible for at least one second; video ads have their own thresholds). This metric focuses on whether the ad had the opportunity to be seen, not whether it was seen, clicked, or loaded. It helps advertisers avoid paying for impressions that couldn’t be viewed. The other options describe budget, engagement (clicks), or loading frequency, which are different concepts.