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VIEWABILITY IS NO GUARANTEE OF BEING SEEN

Yesterday the Media Rating Council published its long-awaited Viewable Ad Impression Measurement Guidelines and lifted its “advisory” against transacting business on the basis of its new viewable impression standard. This is a great first step in the march toward attracting more brand budgets to digital and the ambitious long-term agenda of the industry’s Making Measurement Make Sense (3MS) initiative. But it’s not enough. There’s a big difference between impressions that are “viewable” and those that are “seen.” After all, how much of an impression can a banner ad on the periphery of a page really make if only half of its pixels are in view for one second? It’s a fine technical standard, but not one that’s likely to move the needle on brand metrics. Read More