Viewability continues to dominate discussions within programmatic media. Often linked to brand safety and transparency, brands heavily depend on it as a metric for campaign optimisation and performance.
But ultimately, is striving for the highest possible rate necessary — or can we simply live without it as a metric?
The IAB and MRC define viewability within display advertising as “at least 50% of an ad must be in view for a minimum of one second for display ads and two seconds for video ads.”
While this definition has stood firm for several years, can we confidently say that our target audience has seen the ad, let alone registered any content within that ad, within that timeframe? Or that it would generate an action or uplift in brand affinity? Hardly.