<b>Viewability below 60% costs you ~30% of RPM. The curve isn't linear.</b>

<b>Viewability below 60% costs you ~30% of RPM. The curve isn't linear.</b>

Viewability = % of impressions with 50%+ pixels on-screen for 1s+ (display). Buyers bid CPM against it.

RPM index vs viewability band, n=140 sites, 28d:
— 40-50% → 100 (base) ▮▮▮▮▮
— 60-70% → 128 ▮▮▮▮▮▮▮
— 70-80% → 149 ▮▮▮▮▮▮▮▮
— 85%+ → 166 ▮▮▮▮▮▮▮▮▮

The jump from 50→70 pays more than 70→85. Sticky sidebars and lazy-loaded mid-content units do most of the lifting.

So what: chase the first 20 points of viewability before chasing density. ▲ +49% RPM from 50→80%.