You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract A Modest Proposal on 'Viewable' Ads It's a Nice Idea, But Let's Not Make It a Currency for Online Display By Ari Paparo, Published on November 29, 2012 12 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.