Myth: chase 100% viewability and CPMs follow

Myth: chase 100% viewability and CPMs follow
GAM dashboards reward high MRC viewability, so desks optimize for it blindly. Over-tuning backfires.
— Lazy-loading every slot to hit 90%+ viewability cuts total impressions and starves your fill
— Buyers cap viewability premiums around the 70% mark; past that you pay in volume for no CPM gain
— Below-the-fold inventory at 50% can out-earn a throttled above-the-fold setup on net revenue
Viewability is a floor, not a finish line.
Impact: model net revenue, not the viewability percentage, when tuning lazy-load. (sourced)