Update in advertising environment: 'impressions' becomes 'viewable impressions'
We are adjusting the name of a familiar metric in the advertising UI. From now on, you will see 'viewable impressions' instead of 'impressions'.
Why this change?
With this update, we are clarifying what we already measure: the number of times an ad has been at least 50% visible for at least 1 second to shoppers. This name change aligns us better with market standards (IAB) and makes it easier to interpret data and compare results with other channels.
What does this mean for you?
It's good to know that nothing changes for you.
- The measurement and data remain the same
- Your performance, trends, and benchmarks do not change
- You don't need to adjust anything in your campaigns
So, it's just a name change, not a new metric.
What can you expect in the future?
We will continue to work on improving the interpretation and comparison of your advertising results. Therefore, the name change will also be implemented in the next API update. Furthermore, in the coming months, we will also add an extra metric: 'served impressions' (technically loaded ads) alongside viewable impressions. This will make the difference between 'loaded' and 'actually seen' even clearer.