Viewable Impressions

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.