MRC Scraps Fully Loaded Requirement For Mobile Ads, Issues Updates On Viewability 

Industry ratings watchdog the Media Rating Council today issued updates to its guidelines for mobile viewable impression measurement, including a requirement that an ad fully “loaded” to be counted for measurement.

The MRC issued its initial guidelines — the Interim Guidance on Mobile Viewable Impression Measurement — in May and said the updates are part of its efforts to move toward a set of final guidelines found here

Read more: MRC Scraps Fully Loaded Requirement For Mobile Ads, Issues Updates On Viewability 11/12/2015