How the MRC Is Transitioning From Measuring Desktop Viewable Ads to Mobile

Advertisers are starting to demand chargeable mobile impressions from the Media Rating Council after it announced plans in May to address the issue. But with smaller screens and fast-scrolling fingers, mobile viewability is already proving to be more challenging than its desktop counterpart.

Adweek spoke with MRC CEO and executive director George Ivie about what marketers can expect from the upcoming standards, the difference between measuring ads in mobile apps and websites, and how smartphone-size ads render more slowly than desktop promos.

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Read more: How the MRC Is Transitioning From Measuring Desktop Viewable Ads to Mobile | Adweek