What Is Active View Viewable And Why Does It Matter?
Active View Viewable is the percentage of impressions that were viewable out of all measurable impressions. Viewability helps determine how likely it is that an ad was actually seen by a user.
For example, say the ads on your site had 100 measurable impressions. That means there were 100 ad impressions where our ad tags were able to measure viewability. If only 10 of those 100 impressions were seen by the user and became visible to him, then the site would have 10% Active View Viewability.
For example, consider an ad you placed at the bottom of a webpage. If a user needs to scroll down to see the bottom of the page, the user might not see the ad before moving away from the page. However, for a user with a larger screen, the entire page might appear in a viewable space—which means the ad is visible, too. Both of these examples count as impressions, but only viewability tracks whether an ad actually became visible to the user.
Why Does It Matter?
Measuring viewability helps publishers and advertisers correctly understand the value of an ad impression. As a rule of thumb, most advertisers expect atleast 50% Viewability. So as a publisher, you should place your ads in positions where viewability is optimized. When viewability is very low, advertisers will lower their bids and your CPM will drop.