Exec calls for "digital scarcity" in online ads

02/29/2012 | Adweek

Magid Abraham, CEO of comScore, suggested that "digital scarcity" should be a part of a new measure of ad impressions at IAB's Annual Leadership Meeting on Tuesday. Abraham said a better metric would only count impressions when the ad is in view, versus counting ads served, meaning publishers may have to reduce inventory. Casale Media's Andrew Casale added, "Less is more even in the [real-time bidding] exchange ecosystem because we have too much right now, so we have to cut away and something like a viewable impression really speaks to that."

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