ComScore recently released its February 2014 "Top 50 U.S. Desktop Web Properties" ranking, and Joe Mandese and I got a pitch from one of the ranked companies touting their place on the "DSP/SSP/Ad Exchange Entities" list. Except there was a caveat. Just three companies were on that particular list -- Rubicon Project, engage:BDR, and Fulcrum5, and we aren't sure why there are two separate lists in the first place.

Online media measurement -- specifically viewability -- has surfaced as the topic of the week. The Media Rating Council isn't yet ready to give the thumbs up on authorizing viewability as a standard for online video advertising, instead opting for a 90-day waiting period "to allow the marketplace to brace for the change," per MediaDailyNews. But an underlying reason for the 90-day waiting period may be that material disparities still exist between video viewability vendors, which is what fueled the advisory in the first place.