Dive Brief:

• The Media Ratings Council has lifted its November 2012 ban on the use of "viewable impressions" metrics for digital ads. 
• Now, buyers and sellers of digital ads are free to use the term and metric. 
• The lifted advisory currently only applies to display ads, but video ads are expected to follow soon. 

Digital Insight: 

The lift on the advisory is bringing the digital ad industry closer to its goal of regulating the "invisible" ads that haunt advertisers. Having a metric in place to determine how many ads are seen will help set industry standards and expectations that will help thwart the problem of marketers buying invisible ads without knowing.