The groups described the cornerstone of the framework would be to move from online media's current "served" impression to a "viewable" impression standard.
"This will enable advertisers to obtain information about impressions that are actually viewable by online consumers, rather than those that have simply been served whether seen or not," they said in a joint statement released this morning. "Building on this foundation, the second step of the solution will feature a gross ratings point metric that will report on the reach and frequency of the viewable impressions by audience demographics."
The statement said six months of pilot testing of the new concept would begin in early 2012.