Viewability Crowd: Meet The ‘Loaded Ad’

The Media Rating Council (MRC) on Monday issued its first guidance for a “mobile viewable” ad impression. Mobile viewable ads follow the same criterion as online desktop and display ads — requiring at least 50% the ad’s pixels to be in-view for at least one continuous second, or two for video — but in the mobile realm, a new wrinkle has been added: “Loaded Ads.”

As the viewability standard has two components to it (time in-view and percentage of pixels), the “Loaded Ad” accounts for situations in which one or both components meets the minimum threshold but the other does not.

“If both the pixel and time components associated with an ad are greater than zero, but one or both do not meet or exceed the … minimum requirements, the ad may be referred to as a ‘Loaded Ad,’” writes the MRC.