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The primary goal: begin to phase out reliance on the ad impressions-served metric and replace it with the viewable impressions metric. Also by that time the Interactive Advertising Bureau and its partners in the initiative expect advertisers and publishers will be using the eGRP metric, which industry players hope will complement the viewable impression metric with a more audience-focused gauge that speaks to brand advertisers. It was over a year ago that the IAB came together with The Association of National Advertisers and American Association of Advertising Agencies to introduce its sweeping project, overseen by the Media Ratings Council, a respected third party with a long history accrediting advertising and media firms. Pilot testing for the viewable impression is near completion, said the organizations during a webinar held this afternoon. The groups also said the creation of a viewable-based eGRP is underway, in addition to the development of a new taxonomy to classify digital ads as they move into this next evolutionary stage. The viewable impression metric would measure only ads that are actually seen by a user, rather than measuring all impressions served even when users don't bother to scroll down to see them. The idea is to count only real exposures of ads online. "The notion of viewable impressions is accepted by buyers and sellers alike," said Sherrill Mane, SVP, industry services for the IAB, during today's webinar.

What Matters to the Junkweb? There are probably 3 key ways one might engage the Junkweb for your own betterment: Make interesting graphics worth sharing. Make it easy to share them. Evoke an emotion. That last one is tricky. But when you do it right, it works quite well. People share emotions in the Junkweb. Oh, and I predict that the tech will adapt to better support this kind of web. It's mobile. It's fast. It's something that will fairly quickly stand a chance of replacing the Smartweb.

Facebook relaunched Offers to replace Check-in Deals. The system for setting up an offer is pretty straightforward.

I think the bigger point is the WIfi "mesh" networks could replace a lot of what is now done (with all it's limits) through cellular networks.

toothbrush uses solar power to get electrons that cause a chemical reaction that is said to be able to replace toothpaste daily 8.24

The missing ingredient that allows tablets to replace laptops and desktops for most "jobs to be done?"

This builds on the notion of device fragmentation. The major topics covered are Tablets, TV, and other portables. The end of the article briefly touches on how Android OS is the new embedded OS for non-traditional computing devices, replacing Linux in that role.

New Old Navy campaign does some meta commentary on consumer profiling and utilized a famous music video director.

"The troubled games industry will try to shake off its worries over falling sales this week at the American E3 games event, by showing off Nintendo's next-generation Wii, and by embracing the online games and apps that are replacing the big-name blockbusters."

How waiters will be replaced by tablet computers - implications for other tablet uses

Speculation on the impact of tablets on traditional computing hardware usage.

Public Ad Campaign, a group devoted to reclaiming outdoor surfaces from advertisers via civil disobedience, has created an augmented reality app that digitally scrubs the world's premier advertising neighborhood, Times Square, clean of marketing pitches.

He points to valid current/past ad trends such as showing the sketchy warehouse party/rave and parkour. I haven't seen any other examples of cave exploring - have you guys?