MRC is bringing viewability standards to mobile

“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,” George Ivie, CEO and executive director of the MRC, told Ad Exchanger. “We did feel a sense of urgency with this.”

At the core, mobile and desktop viewable standards are very similar.  For instance, 50% of pixels need to be in view for one second for display ads and two seconds for video ads. Although from a technology standpoint there are some differences in terms of defining what a mobile web ad is since those ads can be served on the mobile web or in-app.

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