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Why Use Viewable Impressions?

Maya Lin-Takahashi • • 6 min read
Why Use Viewable Impressions?

Why viewable impressions are important
Viewable impressions provide a superior metric that better captures how many ads are being seen. Knowing that the ad is being seen allows advertisers to more precisely measure ad performance.

What is difference between impressions and viewable impressions?

Active View measurement terminology

Measurable impressions: Impressions that can actually be measured with Active View technology; a subset of all eligible impressions. Viewable impressions: Impressions that were considered viewable based on MRC standards; a subset of measurable impressions.

What is viewable impressions in Google Analytics?

What is a viewable impression and viewability? An impression is considered a viewable impression when it has appeared within a user's browser and had the opportunity to be seen. ... For larger ads (those greater than 242,000 pixels), 30% of the ad's pixels are visible in the browser window.

Maya Lin-Takahashi
Author

Maya Lin-Takahashi

Maya is a hardware enthusiast who tests and reviews smart home devices, smartphones, wearables, and audio gear. She focuses on practical consumer value and build quality.