What Counts as an Online Ad View? A Standard Is Nearing, but the Fight's Not Over

Brands, publishers and trade groups inch toward agreement

Just as major advertising players finally seemed close to defining what should count as a billable ad impression online, a few blistering comments from AmEx imply that the industry might be farther from consensus than many had hoped.

Rachel Herskovitz, global media manager at American Express, while speaking on an industry panel on Tuesday, took the Media Ratings Council to task with comments that underscore the rift that remains between brands and digital publishers who run their ads.

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