We’re working to incorporate Active View metrics across our ad products to provide our partners the information they need to understand the viewability of their sites. This article will help you understand what viewable impressions are, what they mean for your site, and provide some suggestions to improve the number of viewable impressions your site generates.
On this page
- What is a viewable impression and viewability?
- Why is viewability important to me?
- How to improve your ad viewability?
- More about ad viewability
What is a viewable impression and viewability?
Active View is Google’s ad viewability measurement solution. It tracks the viewability of ads served by AdSense: that is, the percentage of ads that are considered viewable out of the total number of ads measured.
An impression is considered a viewable impression when it has appeared within a user’s browser and had the opportunity to be seen. We define a viewable impression as an ad that meets the following criteria: 50% of the ad’s pixels need to be on screen for at least one continuous second. Active View reporting provides measurement data to inform publishers of the number of viewable impressions their site generated. Publishers can use this data to understand and enhance their site’s viewability.
Why is viewability important to me?
Viewability data can help publishers increase the long-term value of their display inventory. Advertisers can view the viewability of specific ad units and make bidding decisions based on their viewability rates.
Advertisers are increasingly asking to buy viewable impressions, and publishers with the most viewable inventory will be in the best position to earn more revenue from this trend.
Maximizing the number of viewable impressions on your site will make additional inventory eligible to brand advertisers buying viewable impressions on the Google Display Network.
How to improve your ad viewability?
Once you become familiar with viewability statistics, there are several changes you can make to improve your results:
Create captivating content
Use responsive ad units
Responsive ad units are optimized to maximize ad performance according to the properties of the screen/device that they're being viewed on.
Use responsive ads so that they fit the particular browser used to view those ads. This provides a good user experience, regardless of which device (mobile, tablet, or desktop) they select to view your content and ads.
