In the online advertising industry, a viewable impression is a measure of whether a given advert was actually seen by a human being, as opposed to being out of view or served as the result of automated activity. The viewable impression guidelines[1] are administered by the Media Rating Council and require that a minimum of 50% of the pixels in the advertisement were in an in-focus tab on the viewable space of the browser page for at least one continuous second.
The first system to deliver reports based on a viewable impression metric for standard IAB (Interactive Advertising Bureau) Display ad units,[2] called RealVu, was developed by Rich Media Worldwide and accredited by the Media Rating Council on March 9, 2010.[3] Other companies to offer viewable impressions include DMA-Institute [4] OnScroll,[5] C3 Metrics,[6] Comscore,[7] and AdYapper,[8] while MSNBC utilizes ServeView, a proprietary system[9] in use since 2010.
The definition of a viewable impression may depend on the type of the ad units and the reporting system. For example, a viewable impression for ads of pre-defined size delivered to pre-defined space on the content page is registered by RealVu when the ad content is loaded, rendered, and at least 60% of the ad surface area is within the visible area of a viewer's browser window on an in focus web page for at least one second. Click-through is enabled at the moment of the "viewable impression".
Viewable impressions were developed as an improvement of the online impression metrics measured by first ad servers developed in the mid-1990s, which analyze HTTP requests in a server log and cannot provide information on events fired by a viewer’s browser; thus, they cannot measure whether ad content was actually visible to a viewer.
^"MRC Viewable Ad Impression Measurement Guidelines" (PDF). IAB. 2014-06-30.
^"IAB". 28 November 2023.
^"Home | MRC". www.mediaratingcouncil.org.
^"World's Largest First Party Data Platform | Dynata". www.dynata.com.
^"None".
^"Viewable Impressions | C3 Metrics". c3metrics.com. Archived from the original on 2012-02-13.
^"At SES, Momentum for a 'Viewable' Impression Standard".
^"AdYapper Raises $1.2 Million to Analyze Ad Viewability for Digital Campaigns". 5 September 2013.
on the viewable space of the browser page for at least one continuous second. The first system to deliver reports based on a viewableimpression metric...
per impression, cost accounting tool using in e-marketing ViewableImpression, a metric used to report on number of distributed ads that were viewable Impression...
Adweek. "ViewableImpression Advisory" (PDF). Media Rating Council. November 14, 2012. Retrieved July 26, 2017. "MRC Viewable Ad Impression Measurement...
vCPM (Viewable CPM). With viewable CPM, you bid on 1,000 viewableimpressions and you pay for impressions that are measured as viewable. Viewable CPM lets...
charged for low-value ad impressions, a new metric has become an industry standard: viewable CPM. With this an ad is counted as 'viewable' when at least 50 per...
gallbladder fossa are two impressions, one behind the other and separated by a ridge. The one in front is a shallow colic impression, formed by the hepatic...
takes place. The Gestalt approach views the formation of a general impression as the sum of several interrelated impressions. As an individual seeks to form...
Impression management is a conscious or subconscious process in which people attempt to influence the perceptions of other people about a person, object...
Minnium, provided by (January 13, 2015). "7 Principles For Making The ViewableImpression Work". marketingland.com. Archived from the original on September...
insights into video performance: the total number of video views, impressions, and unique views; video watch time, stats on user location, visits, and behavior...
Remote viewing (RV) is the practice of seeking impressions about a distant or unseen subject, purportedly sensing with the mind. A remote viewer is expected...
maternal impression rests on the belief that a powerful mental (or sometimes physical) influence working on the mother's mind may produce an impression, either...
website management, a pageview or page view, abbreviated in business to PV and occasionally called page impression, is a request to load a single HTML file...
earnings recently are actually based not just per views/impression but on a larger scale, per thousand impressions, therefore driving it from the market, which...
on 2012-07-29. Retrieved 2012-06-17. "Neon Genesis Evangelion: Second Impression". Ex.org. Archived from the original on 2012-08-02. Retrieved 2012-06-17...
"Crucify Sorrow" – 4:06 The music video for "Filth in the Beauty" was already viewable a few months before the official release of the single. The single reached...
facts applicable to each case. Or, a court may view the matter before it as one of "first impression", not governed by any controlling precedent. When...
A fingerprint is an impression left by the friction ridges of a human finger. The recovery of partial fingerprints from a crime scene is an important method...
being viewed. In this case, the raindrop impressions were created in the sediment, which was then followed by more sediment which filled the impressions, creating...
on the page (i.e., an impression was served), but also that the viewer actually saw and/or interacted with the ad. Cost per view video advertising. Both...
freethinking coupled with the impression that youth is intentionally being deceived by the state through lies; it was a crushing impression. Mistrust of every kind...
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