Viewability
A measure of whether an advertisement had the opportunity to be seen by a real person, based on defined exposure thresholds.
Viewability is an advertising measurement standard that determines whether an advertisement was actually seen by a real person, as opposed to simply being served to a page or screen. In digital advertising, an impression is considered viewable when a defined percentage of the ad is visible on screen for a minimum duration.
For digital out-of-home and retail media, viewability takes on a physical dimension: it measures whether a digital screen was displaying content in a location where it had a genuine opportunity to be seen by shoppers. Factors that affect viewability include screen placement (eye-level versus floor-level), screen brightness relative to ambient lighting, obstructions, and whether the screen was operational during the scheduled campaign period.
Viewability is increasingly important for retail media networks as advertisers demand accountability for every impression they purchase. Proof-of-play reporting confirms that content was displayed, while audience measurement data (from attention analytics or Bluetooth sensors) confirms that people were present to see it. Together, these create a verified viewability metric that is directly comparable to digital advertising standards. The Adflux platform combines proof-of-play with Attention Analytics data to deliver verified viewability reporting for every campaign.