Getting 100% of anything seems like an impossible dream. The government takes a percentage of your paycheck. A percentage of that muffin ends up as crumbs on the plate. And people who say they’re giving you 100%. . . well, clearly it’s just an expression.
Today, the IAB chimed in on the subject with a clear message – “100% viewability is unreasonable” and marketers should happily settle for 70%. (To be clear, the Media Rating Council said it was unreasonable and the new IAB paper says they agree.)