Mobile Viewability Standards Are About To Get Real | AdExchanger

The ad industry is still hashing out how to handle the practical implications around desktop viewability, but ready or not, the Media Rating Council released the near-final draft of its mobile viewability standard for public comment on Friday.

I wouldn’t say that everybody is ready for this, but there are numerous people clamoring for standards, and organizations are already trading on it,” said George Ivie, CEO and executive director of the MRC. “We did feel a sense of urgency with this.”

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