Hasta La Creative!

On Monday, the Media Rating Council lifted its advisory against using viewable impressions as a digital advertising currency metric. For the full background and explanation, see Ad Age’s report, “MRC Tells Ad Industry It’s Okay To Use Viewable Impressions.”

But what does it really mean, in practical terms, for the digital advertising community to begin transacting on viewable impressions?

For brands and agencies, it represents renewed assurance they’ll get the impressions they paid for — a reasonable expectation to be sure. For publishers and networks, it means a period of adjustment that may be painful for those who are unprepared.

Continue reading at AdAge.com