Dive Brief: 

• The Alliance for Audited Media, traditionally an auditor for print media, has announced it is acquiring the digital services firm ImServices. 
• ImServices is well known for its ties to Interactive Advertising Bureau and the Media Ratings Council in setting standards and best practices for online advertising. 
• The combined firm is launching a new service, Creative View, to allow ad tech vendors to certify that they measure ad viewability. 

Dive Insight: 

The merger and launch of Creative View follows the MRC's lift on the ban of "viewable impressions" metrics earlier this year. This chain of events is bringing the digital world a lot closer to a more honest marketplace where all ads paid for are actually seen.