Is viewability considered a guarantee or a probability?

Viewability is considered a probability because it measures the chance that an ad will actually be seen by users. In digital advertising, viewability typically refers to the likelihood that an ad appears in a user's visible area on the screen for a certain amount of time. Various factors such as the user’s scrolling behavior, ad placement, and device can all affect whether an ad is viewed.

While it is possible to take measures to improve viewability, such as optimizing ad placements and formats, it cannot be guaranteed that an ad will always be viewed by the intended audience. Viewability metrics are generally expressed as percentages reflecting the number of ads that meet the viewability standards set by organizations like the Media Rating Council. This uncertainty in metrics aligns with the nature of viewability being a probability rather than an absolute guarantee.