A viewable impression is the latest metric up for discussion in online advertising. Comscore recently published a whitepaper titled, The Economics of Online Advertising, which provides an in-depth overview of viewable impressions and their impact on the digital industry. What are your thoughts?

Traditional media meets digital media to improve online ad targeting and relevancy, according to a recent AdAge article. A new product released by Datalogix, a data company, aims to let digital ad buyers target ads to people online based on the shows they watch on TV.

Online video’s ad spending growth is predicted to outstrip TV’s growth through 2016. Despite this growth, TV and online video advertising are slowly moving towards integration. Why?  According to eMarketer, “the growing online video audience, and its devotion to watching ever more content online favors integration. But the forces arrayed against it are also strong, including the fear of cannibalization, the inability of content owners to sell sufficient ad loads online, the complexity of buying and measuring digital ads, and, of course, simple inertia.”

Digital is evolving with the progression of new screens, devices, and technologies. When Charles Darwin developed his theory of evolution, he coined the phrase “survival of the fittest.” In this competitive, digital media environment, evolution is best described by the phrase “survival of those who execute best.”

What do digital media planners do? Are they immersed in building creative and strategic approaches? Are they media ninjas focused on hitting an exact target for advertiser success?  Where do they spend most of their time? One word: spreadsheets. The comical, yet sadly true snapshot below brings this reality to life.