Is There An End In Sight To The Viewability Crisis?

In the time it took you to read these words, a second has gone by. In that short period, you could have viewed half an online ad and got the gist of it

That, at least, is the contention of the Media Rating Council (MRC). In 2014, after studying the issue, the organization determined that seeing 50% of a banner ad for one second counts as a view. For videos, the rule is 50% for two seconds. As for mobile, this month the MRC began weighing in and released a draft version of its Mobile Viewable Advertising Impression Guidelines for public comment, ending April 30.

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