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IAB To Release Video View Metric In Q4

The Interactive Advertising Bureau (IAB) is pencilling a Q4 release for a set of guidelines that will state the length of a video ad a user needs to have seen before it can qualify as an impression as the trade body looks to make buying inventory across the web comparable with more traditional media. The new baseline video standard will follow April’s release of the IAB’s  “Viewable Impressions Guidelines”, which state that 50 per cent of a display ad must be visible for one second.

Read the whole story at Marketing Week »

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