Defining Viewability: ‘The Opportunity To Be Seen Can’t Tell You If An Ad Worked Or Not’

The viewability standard may be better served by saying what it isn’t, rather than what it is.

“Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or generate awareness or change brand perception,” said Sherrill Mane, SVP of research, analytics and measurement at the IAB. “Viewability has nothing to do with how well an ad works.”

What it is, Mane said, is the opportunity to be seen, “and the opportunity to be seen can’t tell you if an ad worked or not.