MediaPost Publications Putting Video Viewability Standards Into Focus
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 the center of the MRC’s video viewability standard — stating that 50% of the video ad must be in-view for two continuous seconds — was actually misunderstood and/or misleading. The same sentiment was expressed by true[X] CEO Joe Marchese in a guest op-ed piece in Online Spin.