"Can you imagine seeing half of a TV screen for two seconds and we`d say that is a TV ad view?
Weed is pushing for 100 percent of the pixels on a screen to be seen to count as a view.
Current standards from the Media Ratings Council suggest that someone being able to see half a screen for two seconds would count as a "view" online.
I certainly wouldn`t consider it as such," he told CNBC and other journalists at a briefing last week at the start of the Advertising Week Europe conference in London.
Unilever has the second-largest marketing budget in the world, spending ?7.7 billion ($8.4 billion) on brand and marketing investment, according to its 2016 annual report, and it is chief marketing officer Keith Weed`s job to make sure the business gets enough bang for its buck, persuading 2.5 billion people a day to use its products.
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