of an online
when it is visually displayed on a website
. Viewable impressions were developed
by the online advertising industry
measurements of the success
of ads by Internet
servers in the mid-1990s. This type of metric was incapable of providing information
or to determine whether or not the content
shown on the online ads was actually visible to the viewer during the period
of time they were browsing. Viewable impressions are registered by RealVu once the ad content is loaded and rendered and most of the content appears in the window for a minimum of one second.
The observer's ability
to click through to a target
website is then enabled once the viewable impression occurs.