Viewability and Measurement

Advertisers are increasingly craving data about whether their ads were seen
by real consumers, and for how long, and whether consumers interacted with
them.  At the same time, web publishers worry about including heavyweight
or redundant tracking in their pages, and the authors of those trackers are
frustrated by variations in what kinds of information different browsers
provide to third party scripts due to the same-origin policy and worries
about XSS attacks.  Measurement of "time spent" is even more tricky,
relying often on beacons that fire on some interval and may create extra
internet traffic and CPU load compared to other solutions.  And measurement
of the viewability of embedded video ads is arguably the least stable of
all.

This topic will introduce a discussion about potential solutions to these
problems, including SafeFrame, AncestorOrigins, VAST, and possible
additional standards or standards changes to support the requirements of
online advertising in lower-impact ways that still don't risk inappropriate
usage.