Media agency promotes higher viewability standards for digital advertising

TORONTO - Quebecor, Rogers, the Globe and Mail, and Yahoo are among the digital media companies that have signed on to adhere to new standards developed by GroupM that measure viewability for digital advertising in Canada.The media agency group said Tuesday that it is contracting viewability terms that far exceed Canadian industry standards into all trading deals for its clients. The agreements establish the duration and percentage of a display or video ad that must be visible before it will be counted as an impression and paid for by the clients of GroupM's agencies.For display advertising, GroupM insists that 100%...