The last piece on viewability standards you’ll read (this month)

The maelstrom over digital ad viewability, and the role of the Media Rating Council’s (MRC) minimum standards, has been fascinating, promising and, now, exhausting. You’ve probably already read about this plenty and possibly even picked sides.

Most frustrating is the posturing among media agency leaders and marketers, which has included calls to throw out the MRC’s standards and to create alternative minimum-viewability standards (including 100 percent, which is technically impossible). Also confounding has been the complete disregard by some agencies and marketers of the concept of supply and demand by expecting publishers to pick up the tab on 100 percent viewability.