‘Mobile Viewability’ Picks Up Steam Following MRC’s Interim Guidance

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It has only been two weeks since the Media Rating Council (MRC) issued its first guidance for a “mobile viewable” impression, but the ripple effects are already visible.

Just days after Millennial Media, a mobile programmatic exchange, announced it would guarantee marketers full viewability on mobile in-app ad campaigns, mobile ad tech firm Juice Mobile has made a similar promise. Juice has announced it will offer 100% viewability for both in-app and mobile Web ads.

via: http://www.mediapost.com/publications/article/250079/mobile-viewability-picks-up-steam-following-mrc.htm