IAB 2015: When will the viewable impression be our new currency?

This event report outlines the importance of viewable impressions as a new currency for digital marketing.

IAB 2015: When will the viewable impression be our new currency?

Geoffrey PrecourtWarc

Sherrill Mane is the Interactive Advertising Bureau's (IAB) point person on cross-industry efforts to establish metrics and build measurement systems that facilitate the growth of interactive media.

Most notably, Mane – an IAB svp – has been the group's lead on the ground-breaking 3MS collaboration with the 4A's (American Association of Advertising Agencies), as well as the Association of National Advertisers (ANA) and the Media Rating Council (MRC).

Photo Credit: Ken Krehbiel

At the IAB's 2015 Annual Leadership Meeting in Phoenix, Arizona, Randall Rothenberg –...

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