Dive Summary:
- The Making Measurement Make Sense (3MS) initiative is pushing viewable impressions (ads which completely load and are visible) as a standard, and Media Rating Council-accredited researchers and vendors will begin focusing on the metric in 2013.
- Widespread adoption still has obstacles to overcome, however, though publishers willing to forget about unviewable inventory early on may stand to differentiate themselves.
- Ad networks dependent on below-the-fold ads, for instance, may not see motivation change early on, but experts say ripple effects may increase pressure over time.
From the article:
"... As part of the Making Measurement Make Sense (3MS) initiative, endorsed by an alphabet soup of groups ranging from the IAB to ANA and the 4A’s, widespread adoption of viewable impressions as a measurement standard for advertisers and publishers is set to take root. In the new year, third-party researchers and analytics vendors—at least those accredited by the Media Rating Council—will begin counting only those ads that users can actually see and will stop counting ads that don’t actually appear on screen. ..."
