viewability threshold

Definition

The minimum standard for an ad to count as 'viewed'—typically 50% of pixels visible for at least one second. A bar so low that advertisers celebrate ads nobody actually noticed.

Example Usage

We hit 70% viewability threshold, meaning three-quarters of our ads technically appeared on screens for a full second before users scrolled past.

Origin

Interactive Advertising Bureau and Media Rating Council standards established in the early 2010s

Fun Fact

The one-second standard was chosen as a compromise; publishers wanted 0.5 seconds, advertisers wanted 3+ seconds.

Source: Digital advertising measurement and standards terminology

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