In digital media, the term 'viewability' is used to refer to the area (usually %) and time (in seconds) that an online advert is viewable and therefore what its opportunity to be seen was.
The ability to understand the level of viewable impressions is important to how the industry trades online media e.g. paying for the number of viewable impressions, rather than served impressions.
There are products in the market that report on viewable impressions and our Certification of these Products presents their abilities in a clear and consistent fashion. Our Viewability Certificates highlight how products work differently to each other and their industry compliance with industry agreed Viewability standards.