With digital nonpremium video taking billions of dollars the television networks feel would have been better spent with them, the networks have taken real action to get the industry an Impression Quality metric that could be used to counterbalance CPM during media selection. Their hypothesis, supported by most of the evidence, is that television impression quality is on average higher than that of the same digital ads in videos made by nonprofessionals, especially where such ads are typically served in a "skip in X seconds" countdown mode.
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