ABC is a leading digital verification expert and manages the Viewability Principles used in the UK and beyond.   

TAG logoOur viewability services and subsequent reports allow robust comparability between Viewability tools. Advertisers and agencies trust that their ads have the best chance of being seen when using tools verified by ABC.

Having your tool verified by ABC means you benefit from our expertise, high quality support and advice from start to finish. 

Contact Laura Sharman on +44 (0)1442 200 835 or This email address is being protected from spambots. You need JavaScript enabled to view it.

"The benefit of ABC’s viewability report is twofold. First, we’re able to see at a glance which viewability tools are verified to industry standards, having been through a stringent testing process. Secondly, it enables us to consistently compare how each tool functions, shedding light on why reporting discrepancies may occur. This informs vital decisions when delivering our clients’ campaign goals"
Bethan Crockett, Legal Counsel - Group M

What does Viewability mean?

Viewability is a measure of whether or not an ad had a chance to be seen by a user. For example, if an ad is loaded at the bottom of a webpage but a user doesn't scroll down far enough to see it, that impression would not be deemed viewable.

ABC manage the Viewability principles and provide viewability audits and reports for vendors.

  • Our unique testing approach ensures all vendors go through a like-for-like process, meaning the results are comparable, consistent and credible.
  • Our viewability reports are used to understand in what scenarios products can measure viewability and how their methodologies differ from each other, therefore reducing the risk of discrepancies.

You can rest assured that products with our badge have been through a rigorous testing process, demonstrating their support and compliance to industry-agreed standards. 


Choose ABC Viewability services: 
  • World-class verification from an independent auditor
  • High quality support and advice from leading experts
  • Dedicated account and audit managers
  • Marketing support
Contact Laura Sharman  +44 (0)1442 200 835
 This email address is being protected from spambots. You need JavaScript enabled to view it.

Certified Viewability Products & Reports

Media Audits

ABC releases data for the UK media industry to use when trading advertising. Our audits can cover your whole brand.

Third Party Auditing & Consultancy

ABC are a leading industry-owned auditor for media products and services, with specialist skills in digital ad trading. Our process and bespoke audits cover the following areas.

Our logo stands for quality and trust in media, empowering our industry to trade with confidence.

ABC Logo