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.

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