Rating Council Lifts Lid On ‘Viewability,’ Establishes Common Online Ad Currency, MediaPost
In a move that effectively establishes “viewable” impressions as the currency for online display and video advertising, the Media Rating Council today will lift an industry moratorium on the new metric. The move follows a period of review of the major third-party research supplier’s methods for calculating “viewability,” establishing a standard for comparing data from various vendors regardless of the methods they use.
Describing the new industry standard as a “common denominator in their viewability counts,” David Gunzerath, senior vice president-associate director of the MRC, said it was the result of a review of the disparate methods used by various vendors that “identified a half dozen reasons” why their viewability counts differ. The new MRC guidelines, he added, effectively “bring them into alignment.”