There are discussions happening now between the IAB, 4As and other interested parties about a new Digital Advertising Terms and Conditions (V 4.0) which will require viewability for Digital Advertising Proof of Performance (dPOP). As an interested party, and one of the drafters of V 1.0, I don't think that's enough. In my opinion, viewability is now just "table stakes" for dPOP (which enables media payment). We also need proof that the ad was "seen by a human" (a true opportunity to see, or OTS, the standard for all other media metrics) and some proof that it ran where it was intended rather than in a place that is "unsafe" for the brand. That's a lot to require -- and one of the issues is that it is not affordable today. But we do have the technology to do this affordably, just not the infrastructure. More about that later in this piece.