For example, if an ad is loaded at the bottom of a webpage and an online user doesn't scroll down far enough to see it, the impression is not deemed viewable. This metric is designed to let advertisers pay only for the ad serving that could possibly reach the online user.

While viewability is a significant concern for display advertisers, native advertising with Zemanta offers advertisers a way to protect themselves. With Zemanta, all media is purchased with post-click engagement intention in mind first, in which online users engage, bounce, convert, etc.

All media is purchased on a PPC model. Zemanta also directly integrates with Google Analytics and Adobe Analytics to show first-party data in the dashboard against all possible pivots (publishers, sources, creatives).