- The Alliance for Audited Media, traditionally an auditor for print media, has announced it is acquiring the digital services firm ImServices.
- ImServices is well known for its ties to Interactive Advertising Bureau and the Media Ratings Council in setting standards and best practices for online advertising.
- The combined firm is launching a new service, Creative View, to allow ad tech vendors to certify that they measure ad viewability.
The merger and launch of Creative View follows the MRC's lift on the ban of "viewable impressions" metrics earlier this year. This chain of events is bringing the digital world a lot closer to a more honest marketplace where all ads paid for are actually seen.