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Viewable impression is a term used for online advertising metrics. It refers to an ad delivered onto a web page in a place that could be seen by the user. The push for a standard metric to be used to measure this type of ad impression was borne out of frustration among advertisers paying for ads that were served to parts of pages not always seen by users, such as the bottom of a page.

The Media Ratings Council’s standard for a viewable display impression is a minimum of 50% of pixels in view for a minimum of one second. The decision has sparked criticism.

Ad Age columnist Michelle Eule, senior VP-ad effectiveness solutions at research company Millward Brown Digital put it simply: “One second is not enough time to achieve much.”

Continue reading at AdAge.com