IAB Europe White Paper: Viewable Impressions

This White Paper on viewable impressions is as an important step in IAB Europe's strategy to drive brand investment into digital advertising.  It aims to educate and foster confidence in this specific aspect of digital advertising trading and lays the groundwork for further reflection on recommendations for the European industry with local IABs, measurement organisations and suppliers.

The White Paper brings together a range of leading industry experts to provide:

• an overview of the current status of viewable impressions across Europe
• the position of viewable impressions within the context of the wider metrics portfolio
• perspectives from different stakeholders groups within the digital advertising ecosystem
• key definitions and terms
• a list of technical and commercial considerations for trading
• other quality considerations