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Evolution of the "Impression"
Ironically, there was no reason to argue the viewability quality - everything on the page was rendered in view, if the user was patient enough to wait for the loading content.
Standard definition of an impression established by IAB Impression Guidelines.
The first-ever global media measurement guidelines agreed on by key industry bodies established a detailed definition for measuring online ad impressions.
First MRC accredited Viewable Impression metric technology, RealVu, for ad delivering technology, not verification
, May 10, 2010
First-Ever Ad Verification Summit, Mar 2010. Nik Mentchoukov presents for the first time the Viewability technology and methodology to the IAB members.
LIQWID Ad Technology®
LIQWID introduces at ad:tech the technology for the insertion of 100% viewable-only ads without the use of traditional ad slots predefined on the page, Apr 13, 2011.
Above / Below the Fold
New IAB OpenRTB protocol allows the presentation of opportunities for programmatic trading based on Above the Fold and Below the Fold value.
Advisory released by MRC to refrain from transacting on viewable impressions, Nov 2012.
MRC Lifts Advisory
MRC Lifts Viewable Impression Advisory, Mar 31, 2014 [9
Served Impression term gradually replaces Impression.
Viewability Is Not Yet Possible
IAB Says 100% Viewability Measurement Is Not Yet Possible, Dec 2014.
"Viewability It's the currency now."
Randall Rothenberg Interactive Advertising Bureau Chief Executive,
Sep 21, 2015
LIQWID introduced the Viewable Advertising Library, essentially eliminating the concept of Fold
and making all impression opportunities presented for trading of equal and premium value, Jul 17, 2017.
Prebid.org, Inc., an organization dedicated to the development and promotion of header bidding solutions to trade impressions before the page is loaded, Sep 11, 2017.
DFP transition from counting impressions based on ad server decision (i.e., ad is served
) to counting impressions based on download (i.e., ad begins to load on a page
)., Oct 2, 2017
The Fold is No More
With LIQWD, all impressions are of equal and premium value regardless of where the ad placement is positioned relative to the content. An ad is only called for and delivered within the inserted virtual board once the targeted content appears in the viewport of the viewer's browser (i.e., only when the ad can be seen by the viewer). See it in action...