Feel free to experiment with different scenarios in order to help you better understand this metric.
Viewability Rate Calculators:
Viewability Rate Calculator
Once you have your overall percentage, you can use this calculator for individual deals:
Viewable Impressions Calculator
What Does Viewability Rate Mean?
Viewability Rate is an advertising metric that defines how many ad impressions on a site are actually viewed by users. The standard definition is that any ad which is at least 50% on screen for one second counts as being viewed, although this is still being debated.
Viewability Rate Formula
The Viewability Rate equation is:
Viewability Rate = (Viewable Ad Impressions ÷ Ad Impressions) x 100
Note: “Measured ad impressions” are used in the above formula (as opposed to regular ad impressions). This is because viewability/verification vendors are unable to measure 100% of total ad impressions.
As a result, measured ad impressions are always lower than ad impressions.
Measured ad impressions are simply the number of ad impressions measured by a company.
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