The Media Rating Council (MRC) just issued its interim guidance for the digital marketing and advertising industry on how to proceed with measuring and transacting around mobile viewability. This applies to the “Opportunity to See” an ad in a mobile … Continued
The ad industry’s media ratings watchdog, the Media Rating Council, has issued its first ever guidance for a “mobile viewable” ad impression, maintaining similar guidance for online display and video ads, but adding a new criterion that the mobile ad actually … Continued
In a move that could accelerate the shift toward so-called “viewable” ad impressions, the Association of National Advertisers this morning issued an advisory to its members, asking them to transition their digital investment strategies to pay for digital advertisements that … Continued
Viewability remains a hot topic, and who better to discuss it with than the Media Rating Council (MRC), creators of the standard definition of viewability — 50% of the ad being in-view for at least one second — most use … Continued
The viewability standard may be better served by saying what it isn’t, rather than what it is. “Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or … Continued
There’s a sea change in how digital advertising is being sold, with advertisers and their agencies demanding that ads be viewable by humans without having to pay more. But as bad as the battle is as it plays out over desktop ads, … Continued
Digital ad spending in the U.S. is expected to reach $60 billion this year, on its way to overtaking TV by 2018. But its ascendancy isn’t assured. One insidious problem threatens to undermine this growth: Up to half of all … Continued
The online advertising industry is in clean-up mode. Marketers are annoyed that many of their ads never have a chance to be seen and that fraudsters are siphoning off dollars from their ad budgets. In response, the industry has developed … Continued
To get a handle on the hard-to-track and evolving channel, George Ivie needs more help (and more data) from marketers. “The IAB wanted to give us an hour to talk about mobile measurement, but we can do it in 15 … Continued
According to comScore, 54% of digital ads delivered are never seen. And in March 2014, the Media Rating Council lifted the ban on digital advertisers buying and selling display ads based on viewability. Now, agencies could expect guarantees on viewability from publishers … Continued
