The IAB believes in maximising ad viewability. Working across the industry with accredited technology partners to develop cross-platform standards, our goal is to achieve effective viewability, engagement and attention for advertisers' online campaigns.


Current viewability status - information correct as of April 2017


Quick Q&A on Viewability - published April 2017


IAB maximising ad viewability - published June 2016


IAB Europe - Viewable Impressions whitepaper - published February 2015



IAB lifts advisory against trading on viewable impressions for display advertising - published April 2014



Viewable Impressions FAQs - published April 2014


Viewable Ad Impressions Measurement guidelines - published April 2014


Viewable Impressions update - published March 2014


Viewable Impressions - Advisory Notice - published January 2014