Jargon Buster

A metric expressing each time an ad is served and displayed, whether it is seen or not, whether it is clicked on or not. 

Metric for counting the number of times users have viewed a particular element (such as an ad) on a desktop website, mobile website or app or an image embedded within a text message such as a mass-market email.  

Out-stream impressions are video ad units unaccompanied by content. While a pre-roll or mid-roll ad requires a publisher’s video to wrap around, an out-stream ad is a video ad unit not tied to any piece of publisher video content.

A digital ad that had the opportunity to be seen, sometimes referred to through the traditional print media term of being “above the fold”. The current industry criteria for a standard ad unit to be considered viewable is that 50% of the canvas was within the consumer’s rendered window for a minimum of 1 second – the time required for a consumer to understand that the unit is a piece of advertising. Viewability is not a measure of ad effectiveness.