Marketers can now start to transact on viewable impressions for video ads, as the MRC officially gives green light. The Media Rating Council (MRC) – the industry association that audits and accredits media measurement services – has finalized its definition … Continued
When it comes to buying banner ads on websites, marketers are increasingly opting to pay only for ads it’s possible for users to see. Now that option is coming to online video ads, too. The Media Rating Council — the industry association … Continued
The Media Rating Council (MRC) on Monday officially green lighted the transaction of digital video ad impressions based on viewability. The announcement marks the end of a 90-day “gating period” that the MRC imposed in an effort to allow the … Continued
Today’s expiration of the gating period advised by the Media Rating Council (MRC) means the digital media industry has a green light to transact based on the Viewable Impression Guidelines for video advertising. When the Viewable Impression Guidelines advisory lift … Continued
In the world of digital media, marketers are increasingly paying only for ad placements that Web surfers can actually see. Yahoo is the latest major online ad company to offer that functionality, with a product it calls Yahoo Prime View. … Continued
Let me first apologize for beating the drum of viewability once again this week…. Regardless, the topic of the Media Rating Council’s video viewability standards arose during my discussion with Lenane. He had heard that the “two second rule” at … Continued
David Gunzerath, senior vice president and associate director of the MRC, says that Yahoo “has a very safe environment that’s limited to its own properties and can control all the aspects that go into the viewability determination.” According to Gunzerath, … Continued
The coalition behind Making Measurement Make Sense (3MS) launched a new offensive today in its bid to spread the word within the industry about viewability standards for digital advertising and to persuade the industry to embrace proposed standards. The group—comprised … Continued
June 30 is almost here. That date is the next milestone in the transition to viewable currency. It is the day when the Media Rating Council MRC’s gating period for video viewability measurement ends – and trading against video viewability, … Continued
Unscrupulous publishers are causing advertisers sleepless nights by automatically playing video ads despite being out of human view, “below the fold” of web browser windows. So could mobile provide safe sanctuary? “The nice thing about the walled garden of iOS, … Continued
