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There's lot of uncertainty in this space, unfortunately. "Marketers can’t wait to start getting what they’re paying for". Surprisingly, on the ground there's much less focus on this than one would expect. The big advertisers are already working with adservers to try to improve the adserving process (so impressions aren't counted if the ad is below the fold etc), but the industry as a whole seems not to be so urgently concerned. Perhaps it's because marketers have for years been used to buying ads that don't count - in print, for example, or outdoors. Sticky's approach is innovative, but there seems to be reluctance to really adopt its findings within the online ad space. I think it's a mixture of uncertainty about their approach, and frankly fear at what the numbers imply. As for the MRC and 3MS pushing ahead; frankly they've not shown themselves to be particularly dynamic so far. IIRC, on the original timescale they published we are all supposed to be buying and selling on viewability by now. Instead, we're stuck with major technical hurdles (unfriendly iFrames being one), and vendors chomping at the bit to declare their own approach "THE" currency. As things stand, it's a bit of a mess, really. There are noble intentions, but the action on the ground isn't really matching the hyperbole yet. Watch this space... but be prepared to keep watching it for another year or so...!

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NickD. You are correct on there being a lot of uncertainty in all media. A few comments on your comments. 1. Impressions below the fold are not necessarily bad. Multiple variables are attributed to an impression being SEEN or not. Content, creative, and placement are the three main factors. You mention print and outdoor as two medias where ads are bought but are not seen, or don't count as you put it. Don't forget TV, just because a TV is on does not mean anyone is in the room or even at home. 2. Sticky's approach is innovative as you say, but the adoption to the SEEN metric is anything but reluctant. Major brands and publishers are using Sticky at a fast growing pace. Brands partner with Sticky to optimize their branding buys. Brands are seeing 25-60% optimization on average. By optimizing, Brands are able to increase the number of impressions seen and time spent by consumers SEEING their brand, with no increase in budget. Strong, publishers who have vision are using Sticky to see the true value of their high CPM placements and how they measure versus competitors. 3. As far are there being fear in what the number imply, this is true with weak publishers. Strong publishers partnering with Sticky are using their strength to get more of the branding buy and in some cases increase CPM's. 4. MRC is doing a terrific job of changing the paradigm completely on how digital is bought, sold, measured etc . Not a small job at atll. While it might look a little messy to some, others are seeing the shift to transparency as a major win for digital to more of a major slice of the offline branding dollars online. One thing we can all be sure of is that change is not going to stop. Those who embace new technology and are quick to see the future will have a big advantage over the followers. We are living in very exciting times.

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