# Viewability

Whether an ad had an opportunity to be seen under a specified measurement rule.

Whether an ad had an opportunity to be seen under a specified measurement rule.

## An example

A display report counts an impression as viewable after the required visible area and continuous time are met.

## Why it matters

A viewability standard is format-specific. Passing it does not prove attention, understanding or a sale.

## Reference

[Media Rating Council measurement standards](https://www.mediaratingcouncil.org/standards-and-guidelines).


## Related terms
- [Impression](https://jolts.xyz/resources/glossary/impression)
- [Invalid traffic (IVT)](https://jolts.xyz/resources/glossary/invalid-traffic)
- [Viewable impression](https://jolts.xyz/resources/glossary/viewable-impression)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).