Dive Brief:
- Yahoo is shifting its policy to only charge advertisers when their display ads actually come into sight on a visitors page.
- To do this, Yahoo is offering viewable impressions through its new product "Prime View."
- Yahoo will use the Media Ratings Council's standard for ad visibility, set early this year — at least half of the ad must appear on the screen for one second to count as being viewed.
Dive Insight:
Yahoo is positioning itself as a pioneer by voluntarily instituting rules and features for ad visibility. It should give Yahoo an image boost among advertisers, who want to know they can trust their investment is worthwhile.
