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All Eyes On Viewability

By Nathan Skid; David Hall | November 29, 2016 | 2:50

The only true consensus around the standard for viewability is that it’s a better metric than only saying whether an ad was served or not.

The current Media Ratings Council definition of a “viewable” ad requires static creative to be at least 50% visible for one second, and videos to be at least 50% visible for two seconds.

But everything from whether publishers should only charge for “viewable” ads to the value of viewability itself is still up for debate.