Viewable impressions: The new currency of digital marketing measurement

Michael J McDermott

This article discusses developments in measuring viewable impressions for digital ads, as part of the Making Measurement Make Sense (3MS) cross-industry initiative in the US.

Viewable impressions: The new currency of digital marketing measurement

Michael J McDermott

Key insights

  • There's a new way for digital media measurement to be compared and integrated with other media.
  • The viewable impression standard will enable superior ROI metrics.
  • Existing support from companies and agencies is expected to gain momentum in the coming year.

It's been more than 300 years since philosopher George Berkeley asked, "If a tree falls in the forest and no one is there to hear it, does it make a sound?" Oddly enough, digital advertising needs to find out the answer to a very similar question:...

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