Yahoo! today is expected to unveil a new ad measurement system that counts and reports impressions only after ads have been displayed on a user's Web page. The system is designed to comply with
Interactive Advertising Bureau standards released in December, which require ads to be "fully rendered" on the receiving browser. Previously, ads were considered "served" once they had been sent by
clients, regardless of whether the ads were stopped by a pop-up blocker or a consumer left the page before a video ad fully loaded. -- Gavin O'Malley
