Arguably if the various vendors in the ad bidding lifecycle chain did more to combat fraud and only show 90% viewable ad (the tech exist) this would lead to low

Arguably if the various vendors in the ad bidding lifecycle chain did more to combat fraud and only show 90% viewable ad (the tech exist) this would lead to lower volume of impressions and higher CPM since everybody is competing for the same audience. A lot of these vendors' business are predicated on large scale and they tend to be reluctant to turn off bad actors.