The ANA, the IAB, the 4A’s and the 4A’s Media Leadership Council, want to highlight the latest guidance developed by the MRC, “The Viewable Impression: Capturing the ‘Opportunity to See’ and the First Step to an Audience-Based Digital Currency.”

Over the past few weeks we have seen the explosion of the Online Video “Newfronts.” Our newest Media Matters explores this exciting new world of video fluidity.

The MRC has made significant progress, particularly in the area of shifting digital measurement from a “served” to “viewable” impression standard.