MRC OK’s viewability as ad standard


MRCThe Media Rating Council announced that it will no longer discourage the use of viewable impressions as a way of tracking an ad’s impact, making the measurement a likely choice for an industry standard in online advertising. The move standardizes viewability as when a user can see at least half the pixels of a display ad for a full second or the same portion of a video ad for two seconds. It could help create a GRP metric for Internet ads that allows comps with marketing on other platforms. Here’s a post on it from Sherrill Mane is SVP, Research, Analytics and Measurement, at the IAB:

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