I have read them all. There are some related to formats, metrics, interaction, engagement, etc. Anyone reading these documents can have a good understanding of Display Advertising Markets.
- IAB, ANA & 4A’s Join Forces to “Make Measurement Make Sense”—Leading Trade Groups Take on Top Industry Challenge
- Comscore - Brave New Digital World - A Manifesto for the Future of Digital Media Measurement & Analytics
This one is the one I really enjoy