This document summarizes the key points from a presentation on future digital advertising formats, brand effectiveness measurement, and viewable impressions. The presentation evaluated the effectiveness of different ad formats on key brand metrics like awareness, message association, and purchase intent. It found that larger formats like billboards and wallpaper performed best for awareness early in the sales funnel, while skyscrapers and wallpaper led for purchase intent. It also discussed the industry initiative to establish a viewable impressions standard to measure ads that are actually viewable to users. The proposed standard is that 50% of an ad must be in view for 1 second to count as a viewable impression. While viewability varies significantly now, the initiative aims to improve planning