Is
the viewable impression going nowhere fast? A full two years after IAB, the ANA
and the 4A's launched Making Measurement Make
Sense (3MS), a cross-industry effort to improve Web ad metrics, and a year
after viewability took center stage at the IAB’s annual meeting, the movement
seems to be running in place. Instead of rallying around a new ad currency,
questions continue to arise over the most practical of issues, such as how to measure,
implement and enforce viewable impressions—and whether the whole conversation
is even worthwhile.
