MRC issues interim guidance on mobile viewable impression measurement

The Media Rating Council (MRC) has issued interim guidance on mobile viewable impression measurement.

The guidance is based on MRC’s current knowledge and assessments, and will stand for an interim period until further study, testing and industry discussion occurs.

The guidance states that viewable impression measurement of ads in mobile web browsers should follow the existing guidance for viewability in desktop (50% of pixels in the viewable space of the browser for a minimum of one second (display) or two seconds (video).

Via http://www.research-live.com/news/mrc-issues-interim-guidance-on-mobile-viewable-impression-measurement/4013290.article