PubWise
Programmatic Advertising Terms
& Acronyms Glossary

Programmatic Ad Terms

There is a TON of jargon in the programmatic advertising world. We’ve compiled this advertising glossary because sometimes you just need to know what a word (or acronym) means without digging around the internet.

Viewable Refresh

In the simplest of terms, a viewable refresh is an ad unit that only refreshes when in view to the user.  The industry standard definition of “viewability” for digital ads, defined by the MRC (Media Ratings Council) standard for “viewability”, states that 50% of the pixels of the ad must be in view for 1 second (display ads) or 2 seconds (video ads). Refreshing ads when they are not in view inflates impressions and negatively impacts performance and campaign profitability. 

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