Dive Brief: 

• The Financial Times revealed Monday it is embracing a new standard of web measurement and pricing based on time, or cost-per-hour (CPH). 
• In what the it is calling "long-form ads," the Financial Times is now charging advertisers based on the number of hours the ads appear in front of a certain segment of readers, rather than the long-time model of impressions. 
• The publisher is working with Chartbeat to measure that at least 50% of the ad appears on screen during "active" time -- advertisers will only be charged if this is the case, alleviating worries over periods when screens are left unattended, and thus un-engaged.

Dive Insight: 

Publishing and digital ad agencies have been struggling with tweaking the measurement for some time. While CTR and CPM still remain the standard, a lot of firms are challenging that notion -- Yahoo, Chartbeat, and others have all introduced new means of measurement based on time spent and activity rather than just clicks. When an industry icon like the Financial Times steps up to move an idea forward, it's a good indicator the rest of the industry isn't too far behind.