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:...