Level: Advanced
An impression being counted doesn't guarantee it was actually seen by a real person; viewability measures whether an ad genuinely had the chance to be viewed.
Viewability Standards Define a Minimum Threshold
Common industry standards require a minimum percentage of an ad's pixels to be on screen for a minimum duration before it counts as "viewable."
Low Viewability Undermines Every Downstream Metric
A campaign reporting a large number of impressions that were never genuinely viewable is effectively paying for exposure that couldn't have influenced anyone.
Prioritize Placements With Strong Viewability Data
Comparing viewability rates across placements helps redirect budget away from technically-counted but practically-invisible ad space.
Next step: Use the Sales Letter Writer to focus creative quality investment on your highest-viewability placements, since that's where your ad genuinely has the chance to be seen and do its persuasive work.