Industry Effort to Improve Web Ad Metrics Goes Nowhere

Lots of debate, little action

Is the viewable impression going nowhere fast? A full two years after the Interactive Advertising Bureau, Association of National Advertisers and the 4A’s launched Making Measurement Make Sense (3MS), a cross-industry effort to improve Web ad metrics, and a year after viewability took center stage at the IAB’s annual meeting, the movement seems to be running in place. Instead of rallying around a new ad currency, questions continue to arise over the most practical of issues, such as how to measure, implement and enforce viewable impressions—and whether the whole conversation is even worthwhile.

“There’s widespread recognition we have a long way to go in creating an industry standard so all vendors can calculate the same metric,” said Turn's svp of product management, Joshua Koran, who is on the IAB’s Ad Technology Council and co-chairs its viewability subcommittee.

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