Viewability is the probability that an ad is going to be seen by a user. If its calculated that an impression will be viewable 20% of the time, will the bidder likely be willing to pay 20% of the base bid? For example, $5 base bid x 20% viewability = $1.00 (the actual value of the impression):

YES

Explanation:

Viewability allows bidders or advertisement owners to pay only for ads which can be seen by the users. It could be interpreted to be a metric which identifies the proportion or probability that an ad will be visible to the users and only the percentage proportion of visible ads is charged. Just like in the example above.

With a Viewability rate of 20%,

Base bid of $5,

Therefore, the bidder 20% of the base bid of $5

0.2 × $5 = $1, which is the actual value of the impression.

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answer decisions made by individual households and firms;