Even if all ads would be viewable today, it would not change the fact that one thousand [viewable] impressions can represent one thousand people viewing the ad once or one person viewing the ad one thousand times. So, the impression as the currency may in fact have a different value and meaning for different buyers bidding on the same impression opportunity.
Publishers who only sell impressions and are trying to achieve a 100% fill rate are at a terrible disadvantage when it comes to effective yield management. Most, if not all, ad distribution technologies including retargeting, remarketing, big data, performance based, and even generic frequency cap controls make use of viewer cookies in the process flow a step before the bidding on the impression opportunity. Simplistically, if the viewer does not meet the ad targeting criteria, there will be no bid participating in the auction for this [viewable or not] impression opportunity from the buyer's system.
Let's say two publishers with similar audience demographics are trying to price effectively and sell one thousand impressions. One publisher has 250 unique viewers, and another has 500. The one with 250 uniques will get 50% less ad dollars from the same buyers participating in the "fill" based on the same pricing for the same set of one thousand impressions. On the other hand, this publisher has the advantage to sell Reach [uniques] twice based on the same Frequency distribution via different buyers' systems based on variable pricing to achieve more revenue. The concept of "fill rate" based on impressions in fact has different meanings for different publishers in terms of Reach and Frequency and require different pricing strategies and most likely a different revenue source structure.
Using LIQIWD's Yield Analyzer, publishers are able to manage for the most effective pricing for actual viewer-based "fill" and frequency across multiple programmatic platforms as well as for Direct Sales. LIQWID yield management features and our comprehensive pricing analytics capabilities are here to achieve these complex tasks, enabling for straightforward Reach and Frequency and Direct Response (unique viewers clicked) models.
LIQWID Yield Analyzer, with Frequency Distribution and Pricing Analysis, are included in the standard configuration of the LIQWID Monetization Platform account.