Knowledge Article

Marketers set viewability controls inside each tactic. Viewability targeting improves campaign quality by directing impressions to placements with stronger visibility. High thresholds support more reliable exposure but can limit reach. Low thresholds expand scale but may reduce efficiency. Brand Exposure Duration adds a second filter for on-screen time so campaigns maintain meaningful visibility.

Opening the Viewability targeting page

How marketers open the page depends on whether targeting applies at the journey level or the tactic level. Learn both workflows here.

Configuring journey-levels settings

Choose this option to apply settings to all campaigns and tactics in the journey.

Go the Journey Settings page.
Click the Open Web & DOOH Targeting menu link.
Click the Viewability tab. A new window displays.
Select the DoubleVerify option. A pop-up displays

Select one or more creative types and configure settings. (see below)

Configuring tactic-levels settings

Marketers can apply rules at the tactic level.

Open a campaign on the Canvas (new experience).
Select a tactic.
Click the Targeting tab.
Scroll down to the Viewability tab
Click the pencil icon to open a side panel.
Go to the side panel and uncheck the Keep journey targeting settings box.
Select the DoubleVerify option. A pop-up displays with settings for the tactic's creative type.
Configure settings. (see below)

Enabling custom settings

IAB Viewability Standard slider

Check the box to enable the IAB Viewability Standard slider. Use the slider to choose how strict your campaign should be about only buying impressions that meet the IAB’s minimum visibility rules.

Lower setting → More reach and lower cost, but some impressions might not be truly seen.
Middle setting → Balanced approach. Most impressions meet the IAB standard while still keeping scale.
Higher setting → Maximum quality. Almost all impressions are viewable, but inventory is more limited and CPMs are higher.

🟪 The higher you set the slider, the more of your ads will be placed where people actually have a chance to see them, but you may pay more and reach fewer users.

Brand Exposure Duration slider (optional)

Check the box to enable the Brand Exposure Duration slider. Use this slider to require ads to stay visible longer than the IAB standard.

For example, setting Brand Duration to 10 seconds means impressions only count if the ad remained in view for at least 10 seconds, which is well beyond the IAB minimum. This helps ensure stronger brand impact, but may reduce available inventory and increase cost.

After you make slider adjustments, click Add selected button. The platform adds the settings to the panel. Click the Save button to keep the changes. If you add tactic-level targeting, the platform moves the tab to the Custom targeting section of the page.

FAQs

What is the purpose of viewability targeting?

Viewability targeting ensures ads appear in placements where users have a stronger chance of seeing them. It sets a minimum level of viewable impressions to improve campaign quality.

How does a higher viewability rate impact delivery?

A higher rate raises quality but limits scale. A lower rate increases reach but may reduce efficiency if impressions appear in low-visibility placements.