MRC Approves Transaction on Viewable Impressions for Video Ads
Marketers can now start to transact on viewable impressions for video ads, as the MRC officially gives green light.
The Media Rating Council (MRC) – the industry association that audits and accredits media measurement services – has finalized its definition of a viewable video ad, and is allowing marketers to transact based on its Viewable Impression Guidelines.
In March of this year, the MRC lifted its Viewable Impression Advisory for display advertising, which enabled marketers to purchase display ads based on new viewability metrics. However, at the time, it suggested a gating period of an additional 90 days before marketers started transacting on viewable impressions for online video ads.