How to Improve Ad Viewability (and Why Advertisers Pay More for It)
By Adsonmarket Editorial Team ·
An impression only counts as viewable when at least half the ad is on screen for one second (two for video). Advertisers increasingly bid on viewable impressions only, so viewability directly shapes your income.
Why viewability drives price
Higher viewability means advertisers get what they pay for, so they bid more for your inventory.
Layout fixes
Most viewability gains come from moving ads, not adding them.
- Place units next to content, not in empty margins
- Use sticky units on long pages
- Remove ads below the footer
Speed fixes
Ads that load after the reader scrolls past never become viewable.
Lazy-load below the fold
Load ads just before they enter view.
Compress images
Faster pages leave more time for ads to render.
Example
Dropping a footer unit
A news site removed a footer ad seen by only 12% of readers. Total impressions fell 8%, but viewability rose to 68% and RPM increased.
Step-by-step
- Find units with viewability under 50%
- Move or remove them
- Add lazy-loading
- Recheck after one week
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