Advertisers Ready to Make an Impression

Web ad business finally moves to a new measurement standard, but it could get messy

In early 2013, the online ad industry will finally rally around the concept of viewable impressions—just don’t expect everyone to hop on board at once.

As part of the Making Measurement Make Sense (3MS) initiative, endorsed by an alphabet soup of groups ranging from the IAB to ANA and the 4A’s, widespread adoption of viewable impressions as a measurement standard for advertisers and publishers is set to take root. In the new year, third-party researchers and analytics vendors—at least those accredited by the Media Rating Council—will begin counting only those ads that users can actually see and will stop counting ads that don’t actually appear on screen.

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