Hasta La Creative!

TV networks still stinging from last summer’s weak upfront marketplace are getting ready to wield a new weapon against their up-and-coming digital rivals: questions about how many online ads consumers actually see.

Web publishers now define ads as “viewable” if half their pixels appear onscreen for one second, and calls videos viewable if they appear halfway onscreen and play for two seconds.

“That would be considered a makegood in any other medium,” said Rino Scanzoni, chief investment officer at the ad buying power GroupM, referring to the credits given when advertisers don’t get what they paid for.

Continue reading at AdAge.com