IAB releases SafeFrame 1.0 specifications

03/19/2013 | MediaPost Communications

The Interactive Advertising Bureau is moving to a new phase in digital advertising metrics with its official release of SafeFrame 1.0 specifications. "[T]he new standards strengthen the evaluation of digital media and promote cross-platform comparisons" by measuring how long the ad is in view and helping determine viewable impressions, writes Laurie Sullivan. Researchers predict that viewable impressions will be a critical factor in increasing average CPMs, Sullivan writes.

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