What is the term used to describe a new metric for measuring performance created by the 3.M.S initiative?

The term "Viewability" refers to the new metric for measuring advertising performance developed by the 3.M.S initiative. This metric focuses on whether an ad has actually been seen by a user, providing a more accurate reflection of advertising effectiveness compared to traditional methods that may count impressions regardless of whether the ad was actually viewable on the user's screen.

Viewability, as a metric, is crucial for advertisers because it allows them to assess the real impact of their campaigns. By ensuring that ads are not just delivered but are also viewed, advertisers can better understand audience engagement and the true value of their ad spend. Leaning into this concept helps shift the industry away from outdated standards to more reliable metrics, fostering improved accountability and performance measurement in digital advertising.