If an ad is out of view, it can’t reach its full potential
For digital ads to make an impact, they need to be seen — not just served. However, as many as one-third of digital ads go unseen by consumers in certain environments. Make sure your ads have the opportunity to be seen by real people wherever they are.
Give ads the spotlight they need with our toolkit.
Advertising can’t be effective without first being seen
Marketers need to reach the right consumers, in the right places, in the appropriate context. But before that can happen, ads need the opportunity to be viewable. Even after an ad loads, the environment or consumer interaction can interfere with the viewability. We ensure your ads receive Quality Attention™. After all, we know making a connection takes longer than one second.
Viewability remains the bedrock of media quality assurance. As digital advertising becomes more sophisticated, media buyers and sellers want to not only prove their ability to drive results, but they also want to transact on viewability — making it a customizable currency.
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of worldwide desktop display ads were in view in H2 2022 per the MRC standard
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global time-in-view average for mobile web display ads in H2 2022
The longer your ads are in front of consumers, the greater the opportunity to leave an impression. Access viewability metrics and reallocate spend to top-performing ad formats. Our trusted viewability solutions cover both buyers and sellers to ensure efficiency and avoid wasted time on reconciliation.
Apply your own definition of a viewable impression to your campaigns. Set up your custom viewability standard with the most flexibility, highest degree of efficiency, and quickest turnaround in market. Decide on the viewability definition that is right for you.
Fraudulent impressions don’t advance the quality of your campaigns or inventory. We combine industry-standard measurement methodologies with our unique ad fraud detection, to offer you the most sophisticated viewability coverage.
Not all viewable impressions are equal. Go beyond binary viewability measurement and access time-based attention metrics with Quality Attention™. Reallocate your media dollars toward placements that leave a lasting impression.
IAS delivers innovative, industry-leading digital advertising solutions that are designed to drive superior results. Take a look at our full measurement and optimization product suite to learn how IAS helps your brand stay ahead of the competition.
Get deeper insights into cutting-edge Viewability solutions at the IAS Insider.
Your success is what drives us. Our global Help Center and customer success team can quickly address any questions you have about our Viewability solutions and workflows at any point.
Transparency is key to successful campaigns. Leverage these Frequently Asked Questions (FAQs) to find out what you need to know about viewability solutions that drive results.
Ad viewability is the ability for a digital ad to be seen by an actual consumer. To be considered viewable, an ad must meet the minimum guidelines set by the industry, and should not include illegal bot traffic and other forms of ad fraud as part of the number of viewable impressions. Viewability does not describe how effective an ad was, whether it was seen by target audiences, or if a consumer actually looked at it.
The Media Rating Council defines viewability as 50% of the ad’s pixels visible for at least one second (display) or two seconds (video).
Ad viewability is calculated by dividing the number of viewable impressions by the total impressions served and multiplying by 100. For example, if 1,000 impressions are served and 700 meet the viewability standards, the viewability rate is 70%.
70% viewability means that 70% of the ad impressions served met the criteria to be considered viewable, as defined by industry standards or an advertiser’s custom viewability standard. It indicates the percentage of ads that were likely seen by users, providing a measure of campaign effectiveness.
An ad view refers to an instance where an ad has met the minimum criteria to be considered viewable by a user. It provides a baseline for assessing whether the ad had the potential to make an impact.
Ad visibility can be improved by optimizing ad placement, using high-quality creative, targeting the right audience, and leveraging technology like IAS Viewability solutions. These steps ensure ads are placed in prominent locations to drive greater viewability.
Viewability is important because it measures whether an ad has the chance to be seen by its audience. High viewability rates indicate effective ad placements, which lead to better engagement, higher ROI, and stronger campaign performance.
IAS uses advanced technology to measure viewability across multiple platforms and devices. Our solutions provide near real-time analytics and insights, as well as automated optimization, enabling advertisers to optimize placements for maximum visibility and performance.
Yes, IAS provides viewability solutions for various ad formats, including display, video, mobile, connected TV (CTV), and on social platforms. This ensures that advertisers achieve consistent viewability standards regardless of the platform or format.
