Over the last 9 months or so we’ve noticed an increased interest in 100% viewable impressions on display activity- seen as a way to drive more value from advertisers spend- but is 100% viewable 100% effective or is it just another marketing fad? 

While viewability remains important, the most significant metric should always be efficiency. KPIs should be set according to the objectives of the campaign in question. By only striving for 100% viewability, advertisers are likely to miss out on other valuable factors and may compromise their ability to achieve their objectives.