AdNews: Google says less than half served ads are viewed: Where does the IAB stand?
AdNews, 5 Dec: We have been talking about viewable impressions in the digital ad industry for some time now, in April I provided a local take on the issue. Over the last six months much work has been done locally and in the U.S. with technology vendors, publishers and agencies on this issue.
The minimum specifications set in April 2014 by the Making Measurement Make Sense (3MS) and Media Ratings Council (MRC) in the U.S., stipulating that for ads to be considered "viewed" at least 50 percent of the creative must be visible on a screen for at least one second for standard display and two continuous seconds for video inventory, have generally been accepted by the global market.
Read the blog by IAB's Alice Manners here.