Digiday+ Member Article

Viewability is not a real word, at least if you go by Merriam-Webster. But over the past decade the concept — which attempts to define whether an online ad has an opportunity to be seen — has altered digital advertising’s trajectory. Originated in an effort to persuade TV advertisers to bring their budgets online, viewability has quickly become a standard now widely considered fundamental for any digital ad buy. But that took years.

Viewability measurement arose from research conducted in 2007 by the Interactive Advertising Bureau, the Association of National Advertisers and the American Association of Advertising Agencies to identify what would get brand advertisers to shift their ad dollars from TV to digital.

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