Do marketers really need 100% viewability for digital ads?

When Twitter launched its viewability promise last year it was vehement in its stance on what should be considered a view. The Media Ratings Council (MRC) standard is that digital ads should be 50% in view for 2 seconds otherwise advertisers will not be charged.
Twitter promised more. It said ads on its website and apps should be 100% in view for at least three seconds. Writing in a blog post at the time, Twitter’s senior product manager David Regon said: “We’re putti