IAB Europe releases guidance on viewable impressions

The white paper aims to “educate and foster confidence” in this aspect of digital advertising trading, as well as to “lay the groundwork for further reflection on recommendations for the European industry with local IABs, measurement organisations and suppliers”.

The white paper includes an overview of the current status of viewable impressions across Europe; the position of viewable impressions within the context of the wider metrics portfolio; perspectives from different stakeholder groups within the digital advertising ecosystem; key definitions and terms; a list of technical and commercial considerations for trading and other quality considerations.

“Whilst digital ad spend has grown four-fold since IAB Europe started its AdEx Benchmark report in 2006 there are still several commonly acknowledged challenges which hold back further growth and measurement is one of these” said Karim Attia, chairman of the IAB Europe Brand Advertising Committee and CEO, nugg.ad. 

“This white paper aims to address the area of viewable impressions measurement specifically and will be followed with market consultations. During the year other initiatives such as the IAB Europe Measurement Blueprint and wider quality topics including environment and delivery will be developed within the Brand Advertising Committee.”