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 On Ad Viewability: Why the V-Word Needs to Become a Common Currency We Can't Maximize the Web's Potential Until Viewable Impressions Are Measurable Across Platforms By Neal Mohan, Published on December 05, 2013 2 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.