What is meant by viewability in online advertising?

Viewability in online advertising specifically refers to whether an advertisement is actually visible to users when it is displayed on their screens. This metric assesses whether an ad meets certain criteria for being considered "viewable," which typically includes aspects such as the percentage of the ad that is on the screen and the amount of time it remains in view.

This concept is crucial for advertisers because it directly relates to the effectiveness of ad campaigns; an ad that is not seen by the user cannot fulfill its intended purpose of promoting a product or service. Traditional methods of measuring ad performance, such as impressions or clicks, do not necessarily account for whether those ads were ever actually observed. Therefore, focusing on viewability helps advertisers ensure that their spending is directed towards ads that have the potential to be noticed, leading to better engagement and conversion rates.

Other options, while related to advertising metrics, do not capture the essence of viewability. Cost per impression relates to the financial aspect of ad placement, duration of ad exposure deals with how long an ad is displayed regardless of its visibility, and tracking clicks measures user interaction rather than visibility itself.