The percentage of ad impressions actually visible on screen according to market standards.
A display impression counts as 'viewable' if 50% of its surface shows on screen for at least 1 second (2 seconds for video). The market's average viewability rate hovers between 50 and 70%: a significant share of bought impressions is never seen.
Paying for invisible impressions is digital's most silent waste. Viewability is the first quality filter of a display or video plan, before targeting itself.
"We buy in vCPM (cost per thousand viewable impressions) when inventory allows, and exclude placements under 70% viewability. The KPI that matters: cost per actually-seen contact."
Let's conduct an audit of your metrics together to identify your true growth levers.
