Is viewability considered a guarantee or a probability?

Viewability is considered a probability rather than a guarantee. In the context of digital advertising, viewability refers to the likelihood that an ad will be seen by a user. This is not a definitive condition; rather, it is based on various factors such as the placement of the ad on the webpage, user behavior, and the technology used to serve and measure ads.

The measurement of viewability is typically conducted using industry standards, which suggest that an ad must be visible on a user's screen for a certain duration to be counted as viewable. However, there are no absolute guarantees that every ad served will be seen by users due to circumstances beyond control, such as scrolling behavior or ad blocking. Hence, it is typically described as a probability, reflecting the likelihood that the ad meets the defined viewable criteria based on observed data.

The distinction between probability and guarantee is essential in understanding the nuances of digital advertising metrics and performance.