Myth: push viewability to 100%

Myth: push viewability to 100%
Viewability (% of impressions actually seen, IAB: 50% pixels, 1 sec) gets treated as "higher = always better." But chasing 100% means lazy-loading so aggressively you kill served impressions. n=95 sites, 28d:

— 62% VR, 9.1 imps/pg → RPM $17 ▮▮▮▮▮▮▮▮
— 78% VR, 7.4 imps/pg → RPM $19 ▮▮▮▮▮▮▮▮▮
— 94% VR, 4.8 imps/pg → RPM $14 ▮▮▮▮▮▮

The 94% cohort starved itself of inventory. Sweet spot sat at 75-82%.

So what: optimize VR × impressions served, not VR alone. ▼26% RPM at the 94% extreme.