Dive Brief: 

• Condé Nast has agreed to WPP's media agency GroupM's higher ad viewability standards. 
• The publishing giant has agreed to only charge GroupM for display ads that are 100% viewable within the screen—and no time limit has been established. 
• This request goes above the industry standard of 50% of the ad in the screen counts as viewed. 

Dive Insight: 

There is great debate in the industry on the best practices in regard to online viewability, with some experimenting with options like time-based metrics. Conde Nast's move is bold, and it will be interesting if other publishers follow suit. "We think their standard, while aggressive, sends the right message to the marketplace," Lisa Valentino, Conde Nast's Chief Revenue Officer told AdAge. "Frankly, we want to lead that discussion."