<b>Myth: 70%+ viewability means your ads are getting seen.</b>

<b>Myth: 70%+ viewability means your ads are getting seen.</b>

Wrong. The MRC standard is 50% of pixels for 1 continuous second. One second. A reader scrolling past your native unit at thumb speed triggers a "viewable" event and is three articles deep before your headline registers.

Viewability is a binary that hides dwell time. A unit "viewable" for 1.0s and one dwelled on for 8s both count as a single win.

If your vendor won't expose average in-view time and scroll velocity, viewability is theater. Ask for time-in-view distribution. The long tail past 2 seconds is where conversions actually live.