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# Viewability Weighting
- URL: https://www.adlingo.org/glossary/viewability-weighting/
- Published: 2025-01-15T09:05:00.000Z
- Updated: 2025-01-15T09:05:00.000Z
- Description: Adjusting media investment based on historical or predicted viewability rates across different placements and partners.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

Factoring viewability rates into how you allocate and value media. A placement with 90% viewability is worth more than one with 40%, everything else equal. Viewability weighting makes that explicit in the plan rather than treating all impressions as equivalent. The practical application: use historical viewability data by placement and partner to adjust effective CPM calculations, and build viewability floors into your deal terms so poor-performing inventory can be disputed rather than just absorbed.