What does viewability measure in digital advertising?

What does viewability measure in digital advertising?

• A. The total budget spent on a campaign.
• B. The proportion of an ad that is actually viewable by a user.
• C. The rate at which an ad is clicked.
• D. The number of times an ad is loaded.

Answer: (B)

Viewability measures whether an ad actually appears in front of a user’s eyes. It focuses on how much of the ad is in the user’s viewport and for how long it stays there, so the impression has a real chance to be seen. This matters because an ad can be served or loaded but still not be visible—like being placed below the fold or loading and then scrolling past quickly. By defining criteria such as a certain portion of the ad in view for a minimum amount of time, viewability helps advertisers compare campaigns on meaningful exposure rather than just delivery. The other options miss the point: spend tracks money spent, click rate measures engagement, and loads count how many times an ad is delivered, not whether it was seen.