Adtech glossary
VCR in one paragraph
Video completion rate (VCR) is the percentage of video ad impressions watched all the way to the end. A 95% VCR means 95 of every 100 started ads finished. It is a core quality metric for streaming TV, where full-screen, largely unskippable ads routinely complete at rates display video cannot match.
High VCR is the structural advantage of CTV advertising: the ad plays in a lean-back, sound-on environment inside professional content, so the message is actually seen.
Compare VCR alongside CPM when judging inventory quality — a cheap impression that is skipped or muted after two seconds is more expensive per delivered message than a premium one that completes.
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