Industry Continues Push for Viewable Impressions

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Leave it to comScore to summarize one of the hottest topics at the Interactive Advertising Bureau's Annual Leadership Meeting. The research giant's CEO Dr. Magid Abraham stressed to attendees on Tuesday that the unlimited number of display ad impressions served hurts the economics of advertising.

"The solution is to introduce digital scarcity to the system," he said. In order to achieve digital scarcity, Abraham said, companies should "only count impressions that reach a real user and have a chance to make an impact."

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