ANA Advises Advertisers To Make ‘Measurably Viewable’ New Digital Ad Currency Standard

In a move that could accelerate the shift toward so-called “viewable” ad impressions, the Association of National Advertisers this morning issued an advisory to its members, asking them to  transition their digital investment strategies to pay for digital advertisements that are “measurably viewable.” The request, which came during the CEO Bob Liodice’s opening remarks at the ANA’s Advertising Financial Management Conference in Phoenix, was described as a push to move digital ad spending toward a “minimum opportunity to see” standard.

The advisory cited the Media Rating Council’s Viewable Impression Guidelines as that minimum standard, which defines an online display ad as viewable with 50% of the ad’s pixels are in the viewable portion of a browser for one continuous second and a minimum of two continuous seconds for video ads.