60 to 75 percent viewable is typical for display after optimization and 70 to 80 percent for online video, against the MRC standard of half the pixels in view for one second (two for video). Connected TV is effectively 100 percent viewable, which is why CTV verification focuses on fraud and frequency instead.
What moves it
Viewability depends on placement position, page design, and ad refresh behavior, and it can be bought directly with vCPM. A viewability rate is an opportunity-to-see rate; attention metrics go further and estimate whether anyone looked.
Programmatic display and video benchmarks, September 17, 2026
| Display CPM | $1 to $4 open auction; $5 to $15 on private marketplaces and premium publishers |
| Online video CPM | $10 to $25 |
| Native CPM | $3 to $10 |
| Viewability | 60 to 75 percent typical for display after optimization; 70 to 80 percent for video |
Sources and every other channel: Programmatic display and video benchmarks.
Cite this page:
Agency Echelon. "What is a good viewability rate?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/what-is-a-good-viewability-rate/