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Active View Viewable Measurable Cost

Active View Viewable Measurable Cost



*Campaigns using CPM bidding work differently to almost all other bidding types, as such they have their own metrics. These can only be used on the Display Network and is typically used with CPM bidding. The hosting website has to have enabled ‘Active View’ for your ads to collate this data.

Active View Viewable Measurable Cost

Quick Description = This is the total cost of the impressions you received that were measurable by Active View (on active view enabled sites)

Referred to as = Active View Viewable Measurable Cost

Active View measures how many impressions are viewable and this metric is the amount you have spent on impressions that were measurable by Active View. This is represented by a currency value. Because you can select the vCPM (Cost per 1,000 viewable impressions) as a bidding method, you will see this as the cost metric.

Measurable Impressions

From the total volume of impressions that were eligible, Measurable Impressions are the ones that are measurable by Active View. Despite an ad tag having Active View enabled, there are several reasons that could prevent the tag from capturing data (being measurable). For example, an impression that is rendering in a cross-domain iFrame may not be measurable.

Viewable Impressions & vCPM Bidding

Viewable CPM (vCPM) bidding differs from CPM bidding because you are only charged for an impression if it qualifies as measurable viewable. This makes vCPM a more attractive bidding method than CPM for businesses that are trying to gain more impressions. A measurable viewable impression has to meet the following criteria to qualify for billing through this billing method:

  • 50% or more of the ad is visible on the screen
  • Display ads have to appear for at least 1 second
  • Video ads have to appear for at least 2 seconds

This bidding method means that your ads are more likely to have been seen by potential customers and prevents billing for ads that were less likely to have been seen.

Related Information

If you found this guide on Viewable Impression Cost useful, you may also like our other guides on metrics within the Active View metrics suite:

  • Active View Viewable Impressions
  • Active View Avg. Viewable CPM
  • Active View Viewable Impressions / Measurable Impressions
  • Active View Viewable Measurable Cost
  • Active View Viewable Measurable Impressions / Impressions


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