MRC Ends Gating Period, Lifts Viewability Advisory For Video Advertising
The Media Rating Council (MRC) on Monday officially green lighted the transaction of digital video ad impressions based on viewability. The announcement marks the end of a 90-day “gating period” that the MRC imposed in an effort to allow the marketplace to prepare for the change.
Digital advertisers have been able to buy and sell display ads based viewability since March 31, 2014. The standard for a “viewable” online ad impression is 50% of its pixels being in-view to a user for one continuous second, or two seconds for an online video ad.