The initiative's mission is providing clear direction for pilot tests and implementation timelines, which will guide the creation of a cross-platform "currency" and enable cross-platform comparability. The cornerstone of this framework/first measurement principle is to move from a "served" impression standard to a "viewable" impression standard, enabling advertisers to obtain information about impressions that are actually viewable by online consumers, rather than those that have been served, whether seen or unseen. --Karlene Lukovitz