Calculate viewability impact
Enter your campaign details and viewability rate. All outputs update instantly.
Total impressions served
Total impressions your ad server recorded as served — before viewability filtering.
Total campaign spend
$
Your total media cost for this campaign.
Viewability rate
%
The % of served impressions that met the MRC viewability standard (50% of pixels in view for 1+ second).
Quick presets
Viewable impressions
—
impressions that actually counted
Non-viewable impressions
—
impressions served but unseen
Effective viewable CPM
—
true cost per 1,000 viewable imps
Wasted spend
—
budget on non-viewable impressions
Before vs after viewability
What you bought vs what you got
The gap between served impressions and viewable impressions is the true cost of poor viewability — often invisible in standard campaign reports.
As served
Impressions—
Spend—
CPM—
Viewability—
→
After viewability
Viewable imps—
Wasted spend—
Effective vCPM—
Real value—
Live chart
How viewability rate affects effective CPM
As viewability falls, your effective vCPM rises — you pay more per impression that actually counts. The dashed line shows your current campaign.
AU market data · 2025
Australian viewability benchmarks
Typical viewability rates by inventory type in the Australian programmatic market. Based on IAS, DoubleVerify and agency measurement data.
| Inventory type | Avg viewability | Assessment |
|---|---|---|
| Premium news (direct) | 75–85% | Strong |
| PMP / curated deals | 68–78% | Good |
| Social feed (Meta) | 70–80% | Good |
| YouTube (skippable) | 85–95% | Excellent |
| Open market display | 50–65% | Average |
| Open market — below fold | 30–50% | Poor |
| Long-tail / unknown supply | 20–45% | High risk |
IAB Australia minimum standard: 70% viewability is the industry-accepted threshold for display. Always include viewability as a KPI in your campaign briefs and hold publishers to it in post-campaign reporting.
Practitioner tips
Getting viewability right
Always include viewability as a KPI — not an afterthought
Too many campaigns report viewability in the appendix of the post-campaign report. It should be agreed upfront, included in the IO, and measured by an independent third party like IAS or DoubleVerify — not the publisher's own ad server.
Use vCPM to compare inventory fairly
A $6 CPM placement at 45% viewability has an effective vCPM of $13.33. A $10 CPM placement at 80% viewability has a vCPM of $12.50. The "cheaper" option is actually more expensive on a like-for-like basis. Always compare on vCPM.
Set viewability floors in your DSP
Most DSPs allow you to set a minimum predicted viewability threshold for bid eligibility. Setting a 60–70% floor will reduce inventory scale but dramatically improve delivery quality. Start with 60% and adjust based on delivery.
Below-fold placements are rarely worth it
Below-the-fold placements often run at 30–45% viewability. Even at a fraction of the CPM, the effective vCPM frequently exceeds premium above-fold placements. Avoid unless the CPM is low enough to compensate — and always verify with measurement.
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