Is the ‘impression’ a dying digital ad currency?

Digital advertisers needed a currency and it just happens the impression was the perfect fit.
The Internet Advertising Bureau’s (IAB) Viewable Impressions guidelines state that 50% of the pixels in a banner must be visible for one second to qualify as an impression. And ad agencies are generally eager to inform clients on the volume of clicks their banner ads have received. However, the IAB also knows how skewed this logic can be having previously admitted that a third of all digital ads a