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.
Ad tech glossary
Viewability Weighting
Technical definition
Adjusting media investment based on historical or predicted viewability rates across different placements and partners.
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