Visible Measures, the third-party media measurement firm for online video advertisers and publishers, today debuted a new video ad network dubbed Viewable Media, and separately announced that it has hired video advertising industry veteran Steven T.A. Carter to become general manager of the new business unit. Viewable Media enables advertisers to purchase user-initiated views in social video, which Visible Measures says makes it the only video ad network with the capability to both drive and measure such views and 'Earned Media'. The idea is to let advertisers target audiences that actually choose to watch and share their video ads, as opposed to delivering pre-roll advertising units and whatnot.
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