In online/digital media, a served ad impression can be only be classified as a “viewable impression” if the ad meets all of the following criteria: it was contained in the viewable space of the browser window, it is in an in-focus browser tab, and it meets pre-established minimum percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser. It is recognized that an “opportunity to see” the ad exists with a viewable ad impression, which may or may not be the case with a served ad impression. (Source: MRC Viewable Ad Impression Measurement Guidelines Ver. 2.0)
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