Advertisers Only Want to Buy Viewable Mobile Ads, But Sellers Are Waiting For Standards

Over the past few months, a growing number of ad buyers have started insisting on purchasing only mobile ads that people can actually see, say media sales executives. Problem is, the advertising industry’s leading measurement authority, the Media Rating Council, which audits research firms ranging from Nielsen to Rentrak, has yet to accredit any third-party technology firms to track mobile ad viewability.

Source: Advertisers Only Want to Buy Viewable Mobile Ads, But Sellers Are Waiting For Standards – CMO Today – WSJ