- The Media Ratings Council has lifted its November 2012 ban on the use of "viewable impressions" metrics for digital ads.
- Now, buyers and sellers of digital ads are free to use the term and metric.
- The lifted advisory currently only applies to display ads, but video ads are expected to follow soon.
The lift on the advisory is bringing the digital ad industry closer to its goal of regulating the "invisible" ads that haunt advertisers. Having a metric in place to determine how many ads are seen will help set industry standards and expectations that will help thwart the problem of marketers buying invisible ads without knowing.