ADNews: IAB flags major measurement changes ahead of big meeting this week

The current system for buying and measuring online advertising and media is insufficient and page impressions look set to be phased out as a lead metric according to a new white paper from the IAB.

The IAB outlined counting impressions, campaign ratings and viewability as its priorities ahead of an all-industry meeting later this week to address developing an industry standard that offers accurate measurement across channels and platforms.

The IAB believes that the current metrics and systems are not good enough for companies to base investment decisions on.

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