What does viewability mean in digital advertising?

Viewability in digital advertising refers specifically to the criterion that determines whether an ad has been seen by a user. This concept is critical in the context of online advertising because it focuses on the actual visibility of ads to users, rather than just counting them as delivered.

In practical terms, for an ad to be considered viewable, certain standards must be met; for instance, a specific portion of the ad must be visible on the screen for a defined amount of time. This measurement helps advertisers assess the effectiveness of their campaigns, as an ad that is not viewable cannot be seen by consumers, making it less effective.

Understanding viewability is essential for digital advertisers because it allows them to optimize their campaigns based on where and how ads are presented, ensuring they are not only reaching audiences but also making a significant impact. This metrics-oriented approach helps in improving the return on investment for advertising spend.