“Viewability” Comes to Video Ads

CMO TodayWhen it comes to buying banner ads on websites, marketers are increasingly opting to pay only for ads it’s possible for users to see. Now that option is coming to online video ads, too.

The Media Rating Council — the industry association that establishes common media measurement standards — is due on Monday to give the go-ahead for media buyers and sellers to begin transacting based on new video “viewability” metrics.

via “Viewability” Comes to Video Ads – CMO Today – WSJ.