The Viewable Impression: The First Step To An Audience-Based Digital Currency

The development of a Viewable Impression standard represents a key interim step on the road to the goal of establishing an audience-based digital measurement currency that can facilitate an era of effective cross-platform measurement.

The Media Rating Council (MRC) has been involved in writing digital measurement guidelines in cooperation with other industry associations for over 10 years. These efforts began with setting guidelines for how to measure a digital ad impression (a “served” impression) in 2004 and thereafter expanded into measuring rich media, video, clicks, audience reach, gaming, ad verification and other topics.

These guidelines establish a common set of minimum requirements, foster accuracy and best practices, assist in deriving consistency in measurements and disclosures, and establish criteria for evaluation and, in some cases, accreditation or certification of measurement organizations.