Myth: '70% viewability' on your native placement means 70% of humans saw your ad.

Myth: '70% viewability' on your native placement means 70% of humans saw your ad.
No. Viewable means one pixel, for one second. That's the IAB floor, not engagement. Validate the claim yourself:
— Ask whether the metric is MRC-accredited or self-reported by the seller
— Demand the measurement vendor's name, not just a number
— Compare 'viewable' to 'fully on screen for 5+ seconds' — the gap is usually 40 points
— Check if auto-refresh inflates impressions counted as fresh views
— Segment viewability by widget position; below-fold 'recommended' boxes lie hardest
Allegedly higher viewability lifts conversions. Then why does your CVR not move when viewability does? Because a pixel flashing for a second never read your headline.