• Is viewability already old news?

    This past year, viewability has earned a disproportionate amount of attention in digital marketing. While measuring an ad’s chances of visibility on the page is important, this emphasis has taken the marketer’s focus off of equally (and arguably more) important … Continued

    November 10, 2015

  • Behind the MRC’s new anti-fraud rules

    Talking with David Gunzerath of the Media Rating Council There’s been a huge boom in digital advertising in recent years, with online poised to overtake television as the No. 1 ad medium in the United States as soon as next … Continued

    October 30, 2015

  • CMO’s Guide to Measurement 

    The industry’s long struggle to develop a common standard for measuring audiences across media has coalesced around the gross rating point, the measure based on age and gender demographics long used for TV ratings and increasingly used to measure audiences … Continued

    October 29, 2015

  • MRC Finalizes Invalid Traffic Guidelines

    The Media Rating Council (MRC) has issued the final version of its Invalid Traffic (IVT) Detection and Filtration Guidelines, as it looks to continue the war on fraudulent advertising. The guidelines were first rolled out for public consultation in July, … Continued

    October 29, 2015

  • MRC Issues Ad Fraud Rules 

    Amid growing concern over online advertising fraud, the Media Rating Council has issued new guidelines for digital media vendors and companies to follow in order to detect and filter out “invalid traffic” generated by non-human sources like bots. The industry … Continued

    October 28, 2015

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