It might seem amazing that the standard for

measurement of “impressions” for online advertising has

not been that the ads can actually be seen by the user of

the site. But that has been the case until now. Ads that

were not viewable without scrolling down a page were being

counted, whether or not a user actually did scroll down.

Now there has been a demand for the adoption of

viewable impressions as a measurement

standard for advertisers and publishers in the

new year. Plenty of clients and agencies don’t view it as critical

yet,  but they should. This is another sign of the maturing of the industry. We

must demand to know if our ads are being seen in order to maximize our

advertising investment.