Viewability: Publishers' 20/20 Experience

April 30, 2013 Joshua R. Weaver


Click Here to Download the Report! 

In 2012, the IAB officially recognized viewable impressions as a viable metric with its 'Making Measurement Make Sense,' or 3MS initiative. Today, viewability occupies the ad ops spotlight, as debates grow both for and against the controversial metric. And, with the discussion on viewable impressions gaining traction, it's important for ad ops professionals to know the facts and nuances of viewability. 

Acceleration's newest whitepaper on viewability delves into the world of viewable impressions, discussing some of the intricacies of the evolving world of viewability, while debunking some of the misconceptions surrounding the metric. For instance, viewable impressions are not predictable -- the manner in which one web visitor views a webpage may be different than the next, and varying conditions can lead to a wide array of viewability patterns, even if two different campaigns run concurrently. What's more, a viewable impression is, just that, either viewable or not viewable. Viewability is binary, and that adds a whole new dynamic to today's lot of online ad impression metrics.

How disruptive is a metric that's both binary and unpredictable? Read this latest whitepaper for the answer, and to find out just how viewable impressions can be a veritable win for publishers and advertisers alike. 

The latest whitepaper on viewable impressions is now available for download


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Joining the AdMonsters' team in December 2012, Joshua has a creative knack for writing, and an even deeper love for learning new things -- including the world of digital advertising. Formerly an editorial assistant at, a leading online, African-American news website, Joshua spends his time scouring for the latest and most influential news on ads and ad-operations for AdMonsters. In addition to his tenure in the editorial world, Joshua spent a year trampling over pitches and press releases while part of a D.C.-based lifestyle PR firm. 

Hailing from Texas, Joshua spent his most recent years in the nation's capital., graduating with a master of arts from Georgetown University, before packing up and trekking to Brooklyn, N.Y. When off the Clock, Joshua enjoys gallery-hopping  and wallowing in the fresh-cut grass at Central Park's Sheep Meadow. 

Follow Joshua on Twitter: @admonstersjosh 


Viewability is binary, and that adds a whole new dynamic to today's lot of online ad impression metrics.

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