Techniques for measuring the visibility of video content are presented. The video content, such as a video advertisement, may be played or presented by a video player, for example as part of a web page. Initialization code may be incorporated within a video player. The initialization code may examine metadata associated with video content to determine whether to measure visibility information associated with the video content. If a measurement flag is encountered in the metadata, the initialization code may initialize measurement code designed to measure visibility information associated with the video content. The measurement code may execute to measure visibility information associated with the video content and transmit the visibility information to a measurement server.