Dive Brief: 

• The New York Times is optimizing its website to meet Media Ratings Council viewability standards for digital ads. 
• The changes could cause the Times to see a dip in digital impressions initially, cutting into the publisher's reported 11% growth in digital ad revenue this year, Ad Age reported.
• CEO Mark Thompson is optimistic that any dips will be temporary and told investors, "...in the long run we expect viewability to help, rather than hinder, our digital advertising growth story."

Dive Insight: 

The MRC's desktop viewability standards were released last year, and the organization has offered stopgap guidelines for mobile standards as it determines more concrete answers.

Some publishers have said they fear revenue dips when trying to implement the viewability industry standard, but Ad Age reports many are hopeful those effects will be short-lived.