Viewability is a metric that indicates whether an ad impression was actually viewable when served to a user.

In line with the IAB and Media Rating Council (MRC) standards, a native ad impression is counted as viewable when it meets the following requirements:

Viewability helps marketers by providing metrics on the number of times their ads actually appear in front of users.

So why is it important? Viewability helps marketers understand campaign effectiveness and allows advertising spend to be allocated to the most valuable media.

Currently, Zemanta supports viewability measurement on Native inventory of all exchanges that provide the viewability information. Make sure to refer to the measurable impression metric when analysing the data. Click here to get the full list of exchanges that support viewability reporting.

Keep in mind 3rd party measurement is still available and will not interfere with the viewability measurement provided by Zemanta. Advertisers can provide their own IAS, MOAT, and DoubleVerify JS pixels to be implemented on their content ads.

All viewability measurements can be found in the columns bar under the Viewability section and are available to view on every level and reporting dimension.

There are a total of 10 metrics available to help you understand performance based on viewability.
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If you’re just getting started with using viewability metrics, here are the key metrics to understand:

% Viewable impressions - This metric shows the rate of how often your ads were both measurable and viewable by users.

% Measurable impressions - This metric shows the rate of how often your ads were able to be measured.

For a full description and calculation of every metric, please refer to the list below.