In our first article in Mobile Ad Formats Lab series we discussed the pros and cons of using banner ads in mobile apps, not only from the perspective of the app publisher but also from the side of the marketer.
An impression is a metric used to quantify the display of an advertisement in a banner ad and is calculated on the time the ad is displayed.
In some ad networks you can see ad impressions categorized as eligible or not.
The number of times a user clicked on an ad.
Viewability of an ad is defined by the Media Rating Council (MRC) and has to meet the two following requirements:
Pixel Requirement: Greater than or equal to 50% of the pixels in the advertisement has to be visible on the screen.