• Media Rating Council Updates Viewable Ad Impression Measurement

    The Media Rating Council (MRC) announced that it has released Viewable Ad Impression Measurement Guidelines 2.0 to address specific issues identified since the original Guidelines were released on June 30, 2014. These issues were identified primarily through a series of reconciliation projects … Continued

    August 24, 2015

  • Is Viewability The Bogeyman Of Digital Advertising? 

    Viewability has been an increasingly hot topic. Advertisers are clamoring for increased viewability levels; companies are scrambling to develop technologies that improve viewability; tradeorganizations are hard at work setting new viewability guidelines. While I agree that viewability is important, I … Continued

    July 30, 2015

  • MRC says mobile is causing discrepancies in measurement

    The Media Ratings Council says it’s found the root of the viewability discrepancies that have had media buyers and publishers pulling their hair out for months. In short: measurers have been reporting on cross-platform viewability before the industry was ready … Continued

    July 14, 2015

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