Viewability is a metric that addresses an ad’s opportunity to be seen by a viewer.
The industry standard follows Media Rating Council (MRC) guidelines:
- Video: At least 50% of the video ad’s pixels must be visible for at least two consecutive seconds.
- Display: At least 50% of the display ad’s pixels must be visible for at least one second.
Another viewability standard follows GroupM guidelines:
- Video: 100% of the video player must be visible for at least half of the ad’s duration, and the audio must be on. Autoplay ads are not accepted.
- Display: 100% of the display ad must be visible for any length of time.