Viewability to go mainstream in early 2013

12/11/2012 | Adweek

"Viewable impressions" will get a big boost in the new year, when a coalition of advertising industry groups will throw their weight behind the metric, and many third-party analytics services will begin to count only ads that meet viewability standards. Still, don't expect the industry to change overnight, says David Rittenhouse, Razorfish's media director. "Advertisers who care about viewability have already moved," he says.

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