What's the most viewable ad size? How does page position influence viewability? Is viewability affected by ad blocking applications? And what's an average viewability rate, anyways?
These are the questions many were left with when the Media Rating Council lifted its Viewable Impression Advisory back in 2014. As a result of this change, marketers and advertisers switched their focus from served impressions to viewable impressions.
What's the difference?
Quite simply, served impressions are counted when the ad is displayed. As for viewable impressions, take a look at the infographic from Google below to learn more about how the industry is defining this new standard, as well as the five factors that influence it.