Standardizing Viewable Ad Measurement in Mobile

The Media Rating Council, an association that vets and accredits third-party measurement services across television, radio, print and digital platforms in order to ensure standard practices, has been working on an ambitious project. The group wants to develop a standard system of audience metrics across all of the media it represents. But there’s been a significant hurdle to that end goal: the served ad impression.

Unlike TV and radio—when you see or hear an ad, you know it’s been served—digital ads have been counted even when they’re not visible on the page. Over the last few years, the MRC developed minimum standards that needed to be met before a digital ad, on a page or in in a video, could be officially counted. Those standards were released last June.