MRC To Issue Mobile Viewability Measurement Guidelines In June | MediaPost

The Media Rating Council (MRC), a self-regulatory industry body that oversees standards for media measurement, plans to issue guidelines on mobile viewability measurement by mid-June. The MRC aims to improve the quality of media measurement and provide greater utility for measurement overall.

The forthcoming standards will aim to create a working measurement for viewability in mobile environments. They will focus on such issues as pages that take longer to load onto a screen in mobile environments, how consumers’ exposure to advertising is different when they experience it in-feed, and how consumers interact with the mobile scroll. All of these factors and more affect viewability standards, according to David Gunzerath, SVP and associate director, MRC.

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