Tim Peterson at AdWeek reports on the impact of Viewable Impressions during the IAB Conference. One important point is that a publisher has already moved to this new standard.
It’s worth noting that MSNBC.com has been pushing the viewable impressions conceptfor well over a year. In September of 2010 the company revamped its site while rolling out Serveview, a new technology designed to deliver and charge advertisers only for ads that are visible at a given time. Few publishers initially followed suit, though the rest of Microsoft’s properties are strarting to come on board.