MRC launches updated draft to determine measurement of mobile viewable impressions

The Media Rating Council (MRC) recently launched a new draft of its Mobile Viewable Advertising Impression Guidelines. This suggests guidance on how to measure mobile viewable impressions.
MRC publishes new guidance on mobile viewable impressions
The document seeks to provide guidance to measure viewable impressions on mobile web and in-apps. The MRC says that the final draft, following a period of feedback, will replace its Interim Guidance on Mobile Viewable Impression Measurement, issued in May 2015 and updated in November 2015.
David Gunzerath, SVP and Associate Director, Media Rating Council, explains:

“The mobile environment is multilayered and still evolving. Developing a viewability standard for measuring the opportunity-to-see an ad in mobile environments requires substantial cross-industry input and the balancing of a wide range of interests. But once established, it will be a significant step forward for the digital marketing world, and will enable us to build upon these foundational metrics toward future advanced metrics that will more fully measure ad engagement and effectiveness.”

One of the key features of the update concerns the minimum threshold for measuring whether an impression is viewable. As such, the draft proposes that display and video mobile ads follow minimum time and pixel standards of ads on desktop.
The draft has been developed together with IAB, MMA as well as participants of the Making Measurement Make Sense (3MS) initiative, a joint initiative of the ANA, 4A’s and IAB.
Those interested in feedbacking can view the document here and email Ron Pinelli with their suggestions.
The final report is scheduled for release during Q2 2016.

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