Myth: push viewability toward 100% and RPM follows

Myth: push viewability toward 100% and RPM follows

"Higher viewability = higher RPM" is treated as a straight line. It plateaus and can invert.

What it does — viewability is the % of impressions seen 50% for 1s.
Setup effort — 0/5 (it's a metric, not a tool).
The correction — above roughly 70%, buyers stop paying a premium for incremental viewability; meanwhile the tactics you use to force 90%+ (aggressive sticky, refresh-on-view) flood the auction with lower-intent impressions that drag eCPM. Viewability is a floor, not a dial to max out.
RPM lift seen — sites at 65-75% viewability often out-earn 90%+ sites on the same content.
Pros of chasing it — clears low-viewability penalties.
Cons — diminishing then negative returns.

Lift: ★★★☆☆ — Risk: ★★☆☆☆
Best for: anyone stuck below 50%. Skip the grind once you clear ~70%.