Glossary
What is Active View?
Also called: Active View % viewable
Active View is Google Ad Manager's viewability measurement. It reports which impressions were viewable under the IAB/MRC standard.
हिंदी में पढ़ेंActive View is the technology Google Ad Manager uses to measure whether impressions were viewable. It follows the IAB/MRC standard: a display ad is viewable when at least 50% of its pixels are on screen for at least one continuous second, and a video ad when 50% is on screen for two continuous seconds.
Active View can only judge impressions it is able to measure. So the main report metric, Active View % viewable, is viewable impressions divided by measurable impressions, multiplied by 100. Impressions it could not measure are left out of the rate.
The Google Publisher Tag also has an impressionViewable event, which fires when an impression becomes viewable under the Active View criteria. Publishers use it, for example, to build ad refresh that only happens after an ad has been seen. Compared with refreshing on a fixed timer, this means fewer refreshes, but each new ad has a better chance of being seen.
Example
Ad Manager shows 200,000 measurable impressions on an ad unit and 130,000 viewable ones. Active View % viewable is 130,000 ÷ 200,000 × 100 = 65%.
Why it matters to publishers
Active View is how Ad Manager tells you which of your impressions were actually viewable. Tracking it per ad unit shows which placements need layout fixes.