The Media Rating Council announced Monday that it would no longer discourage the use of viewable impressions as a way of tracking an ad's impact, making the measurement a likely contender for industry standard in online advertising, Joe Mandese writes. The move standardizes viewability as when a user can see at least half the pixels of a display ad for a full second or the same portion of a video ad for two seconds. It could help create a gross rating point metric for Internet ads that allows comparisons with marketing on other platforms, Mandese notes.

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