Viewability is a measurement metric that defines whether a digital display ad had the opportunity to be seen. In April 2014 IAB UK lifted an advisory against trading on viewability and have since taken a position on the minimum thresholds that need to be met for an ad to be considered viewable.
These principles inform the JICWEBS Viewability Product Principles (Version 4, effective August 2016). There are currently six vendors in the UK who have been audited by ABC and awarded certification.
Principles are under development for mobile web and in-app, however these have not yet been released, and are anticipated in Q2 2017.
IAB UK believes in maximising viewability to facilitate the trading of effective display media and will continue to work as part of JICWEBS on raising the standard across all screens.