Viewability & Brand Safety

High viewability rates attract premium advertisers and higher CPMs. Strong brand safety measures protect your reputation and advertiser relationships.

Industry Viewability Standards (MRC/IAB)

Display Ads

50% of pixels in view for 1+ continuous second

Industry Avg: 68%

Video Ads

50% of pixels in view for 2+ continuous seconds

Industry Avg: 66%

Factors Affecting Viewability

Ad Position

Above-the-fold ads have 68% higher viewability

High Impact

Ad Size

Larger formats (300x600) outperform smaller ones

High Impact

Page Load Speed

Faster pages = more time for ads to be seen

Medium Impact

Content Length

Longer content increases scroll depth and ad exposure

Medium Impact

Device Type

Desktop typically has higher viewability than mobile

Medium Impact

Viewability Optimization Tips

Place primary ad units above the fold

Use lazy loading for below-fold ads

Implement sticky/anchor ads responsibly

Reserve ad space to prevent layout shift

Optimize page load speed

Use larger, high-impact ad formats

Monitor viewability by placement and adjust

Brand Safety Categories

Category	Risk Level	Recommended Action
Adult Content	Critical	Block completely
Violence/Gore	Critical	Block completely
Hate Speech	Critical	Block completely
Illegal Activities	Critical	Block completely
Controversial News	High	Review case-by-case
User-Generated Content	Medium	Implement moderation

Brand Safety Implementation

Implement pre-bid brand safety filtering

Use third-party verification (IAS, DoubleVerify, MOAT)

Create and maintain block lists

Set up keyword-level blocking

Monitor and audit content regularly

Establish clear content guidelines

Improve Your Viewability & Brand Safety

Get expert guidance on improving viewability rates and implementing brand safety measures.

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