VCR (Video Completion Rate)

Percentage of video ad impressions where the viewer watched to the end.

VCR is calculated as completed views divided by started views, using VAST complete beacons. CTV typically achieves 85–95% VCR for non-skippable in-stream ads — significantly higher than skippable digital video. VCR is the primary quality metric for CTV campaigns and feeds eCPM optimization.