Media & Publishing / Ad Operations
Ad Viewability Rate ~ (aliases: viewability %, in-view rate, viewable rate, measured viewability)
The share of ad impressions that actually had a chance to be seen, enough pixels on screen for long enough, rather than loading below the fold or in a background tab.
The fork, why two teams get different numbers
The denominator is the whole game.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: MRC Viewable Ad Impression Measurement Guidelines (reference); IAB viewability standard (reference)