The IAB recommends a 70% viewability threshold. That is, 70% of all the ads run in a campaign should be in view of a user. As an advertiser, you'd love to have 100% viewability—it's just not technologically possible yet. The next best thing? Paying for only viewable ads. We call it vCPM.
With other models, you get the impressions, but not the impact. vCPM is different. It's different because although you may have a large amount of impressions attributed to your campaign, you aren't charged for any that are not viewable. Nice, right?
Viewable ads are ads that have 50% of their pixels in view of the user for at least one second. Of course, that's the bare minimum. At Adtegrity, we optimize towards placements that have not only a high viewability rating, but also high measurability AND longer view durations.
As you've come to expect with Adtegrity, we utilize the best in the business to measure viewability: Pixalate and MOAT.