State of Viewability Transaction 2015 | IAB – Empowering the Marketing and Media Industries to Thrive in the Digital Economy

In 2011, the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s) and the Interactive Advertising Bureau (IAB) came together to fix digital measurement, by all accounts the single greatest obstacle to marketer, publisher and agency growth.  After $6 million of collective investment by the three associations in Making Measurement Make Sense (3MS), we are on the verge of accomplishing something never before achieved in media: a wholesale change in media currency with the aim of improving results for all parties in a transaction.

We are in the midst of a remarkable transformation, whereby digital media transactions will be based on exposure to individual advertisements, not averages of multiple ads, like TV, or surrogates for exposure like print.

Read more: State of Viewability Transaction 2015 | IAB – Empowering the Marketing and Media Industries to Thrive in the Digital Economy