3MS seeks to raise awareness about viewability

06/13/2014 | MediaPost Communications

The Making Measurement Make Sense coalition has released a video demonstrating why viewability standards are important for digital ads, and it is asking for others to submit their own videos with a similar theme. "While the industry has recognized the need to shift away from served impressions ... we are now faced with the challenge of raising awareness and encouraging adoption of the new viewable impression guidelines," said Duke Fanelli, chief marketing officer at ANA, which formed 3MS along with the 4A's and the Interactive Advertising Bureau.

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