Viewability
A metric that tracks whether an ad was actually seen by a user, rather than just being loaded.
Viewability is a modern standard for measuring ad performance. An impression is considered “viewable” if a certain percentage of the ad is visible on the user’s screen for a minimum amount of time.
Industry Standards (MRC)
The Media Rating Council (MRC) defines a viewable impression as:
- Display Ads: 50% of the ad’s pixels are in view for at least 1 continuous second.
- Video Ads: 50% of the ad’s pixels are in view for at least 2 continuous seconds.
Why Viewability matters
Advertisers are increasingly unwilling to pay for ads that are “below the fold” or never actually seen by a user. High viewability rates make your ad inventory much more valuable and can significantly increase your eCPMs.
How to improve Viewability
- Lazy Loading: Only load ads as the user scrolls down to their position.
- Sticky Ads: Use ad units that stay fixed to the screen as the user scrolls.
- Performance Optimization: Ensure your page loads quickly so ads appear before the user scrolls past them.
Monetise your website without the clutter
Inset helps small publishers and niche sites earn more through premium, non-disruptive promotions. High eCPMs, easy setup, and respect for your audience.
Related Terms
Ad Impression
A metric used to quantify the number of times an advertisement is fetched and displayed on a screen.
Ad Inventory
The total amount of space available on a website or app for advertisements to be shown.
Click-Through Rate
The percentage of users who clicked on a specific link or advertisement compared to the total number of users who viewed it.
Fill Rate
The percentage of ad requests that were successfully answered with a displayed advertisement.