Ad industry unites to create first European viewability standard

The European ad industry is publishing its first set of viewability principles as it looks to create a standards framework that it hopes will become the benchmark online. Currently, different platforms have different viewability standards. For example, Facebook counts a view as 50% of an ad being in view for one second, while Twitter uses a standard of 100% in view. Agencies also have their own standards, with GroupM only counting an ad as viewable if it is 100% in view, while others use lower benchmarks. And even advertisers are conflicted on what should count as a view. Unilever has long said it expects 100% viewability, while Procter & Gamble (P&G) accepts a standard of 50% in view for at least one second.