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  1. Home
  2.   Products & Services
  3.   Viewability


Every year advertisers pay for online advertising which is never seen.

ABC's Viewability Report shows:

  • What viewability is and why it's a challenge for the industry
  • How the industry is bringing transparency and trust through JICWEBS and the Viewability Principles
  • Which products have been tested by ABC to these Principles
  • What scenarios they've been tested in
  • The results of these tests

You can also easily compare the products in our report and their capabilities with our interactive table, allowing you to filter the results of the testing.

Video Viewability Testing

Viewability products can now work with ABC to conduct video testing as an optional add on to their certificates. The new video testing programme is based on updated Video Viewability Product Principles released by JICWEBS in June 2016.

Certified Viewability Products





vCE Validation

DMA Institute

DigitalMAI™ Visibility


Digital Impression Quality - AD Viewability

Integral Ad Science

Integral Ad Science Viewability


Ad Attention Manager


Moat Analytics


To register your product for Viewability testing and to find out more information please contact: enquiries@abc.org.uk

"comScore is committed to developing products that create trust and transparency across the advertising ecosystem. We are proud to be recognised by ABC for passing every criteria on their rigorous certification process and will continue to build innovative solutions that create confidence in a complex environment."
Duncan Trigg, comScore Vice President of Advertising Effectiveness.

"We are proud to have been rewarded the globally recognised ABC Viewability Certification for DMA Institute's proprietary technology, DigitalMAI™ Visibility across all tested categories including the large ad formats. With this important professional acknowledgement, DMAI's Partners are assured integrity and transparency in DMAI's delivery of media intelligence needs ." 
Marcel Vogels, CEO DMA Institute.

“Attaining ABC certification for the second year reaffirms the quality of the DoubleVerify viewability solution and the value that it delivers in the marketplace. At DV we're committed to helping build the confidence and value in the digital media ecosystem, and to build a better industry for all to benefit.”
Wayne Gattinella, CEO and President, DoubleVerify.

 “We are proud to be re-certified for our viewability technology for both display and large format ads. ABC certification gives confidence to the industry that vendors' technology is meeting robust auditing standards. This latest accreditation marks a significant step forward for the industry in addressing discrepancy concerns and accurate measurement of widely adopted ad formats.”
Phillip Hayman, Head of Sales Engineering EMEA, Integral Ad Science

“We are very pleased to receive the ABC Certification without any technical limitation which underlines the quality of our solution. We agree in the importance to count on these rigorous guidelines allowing our industry to transact on reliable figures. It is another strong move towards transparency, trust and in particular establishing a new currency based on viewability.”
Anant Joshi, Director of International Business, Meetrics London

“We are thrilled to once again receive ABC Certification in the UK. Having gotten perfect scores on the certification testing two years in a row, we are proud to continue driving innovation on behalf of our clients and the industry.”
Jonah Goodhart, Co-Founder and CEO of Moat Inc.

Useful Links:

“Clearly the viewability debate is a key element of our call for transparency in digital ad trading. Dealing with discrepancies in the numbers is necessary now, and media buyers and our partners need to have a clear understanding of the differences in the capabilities of these viewability products. We support the JICWEBS principles and applaud the work done by ABC in delivering increased transparency.” 
Rob Norman, Chief Digital Officer, GroupM