MRC Proposes Mobile ‘Viewable’ Guidelines, Says Newsfeeds Remain Vexing 04/01/2016
Media industry ratings watchdog the Media Rating Council has released proposed guidelines for defining a viewable ad impression on a mobile device. The new guidelines, which are available for public review and comment here, essentially apply the same standards the MRC has been recommending for determining a viewable impression in desktop browsing environments, with one exception: newsfeeds.
The MRC withheld making a formal recommendation on how ads appearing on newsfeeds on mobile devices should be treated, because it said it needs to analyze user cognition further. But for the moment, it said it has not concluded that they should be treated any differently than ads being rendered in other ways on mobile devices.