Advertisers Ready to Make an Impression: Web ad business finally moves to a new measurement standard, but it could get messy

Its time to take effective digital ad spend to the next level. Advertisers are slowly getting on board around the concept of viewable impressions as an effective measurement standard. In 2013, “third-party researchers and analytics vendors—at least those accredited by the Media Rating Council—will begin counting only those ads that users can actually see and will stop counting ads that don’t actually appear on screen.” It is an exciting move, however it will take a while for many advertisers to adopt this method of measurement. It will also mean for some publishers that “”nonviewable” inventory will be cut,” and effective ads will be more expensive. It is important for advertisers who end up taking this short term hit to know that it will surely differentiate them in the long run but maximizing their digital ad spend and minimizing waste.

The big idea here is quality over quantity. Advertisers should be looking to identify the digital ads that work and the ads that continue to fall to the wayside.

Source: http://www.adweek.com/news/advertising-branding/advertisers-ready-make-impression-145801