With Two Sides To The Viewability Equation, Discrepancies Persist
Now that the MRC has defined that for a digital display ad to be viewable, half of the creative must be in view for at least one second, advertisers want to transact their media buys on the metric. Consumers, they argue, won’t convert if they never see an ad.
Publishers are also interested in transacting based on viewability. Advertisers now demand it, and many publishers hope advertisers will pay more for impressions that are in view.
Yet many wonder why discrepancies occur when the MRC definition seems so straightforward.