VR – Viewability Rate

Definition

Viewability Rate measures what percentage of served display ads were actually shown in the visible area of the screen. Per IAB standards, a display ad counts as "viewable" when at least 50% of pixels are visible for at least 1 second (for video: 50% for 2 seconds). On average, only about 50-60% of all display impressions are actually viewable.

Formula

Optimization Tips

Prefer above-the-fold placements. Exclude websites with low viewability. Use viewability-based buying models (vCPM). Use larger ad formats that generate more attention. Work only with trustworthy publishers.