Home Online Advertising MRC Gives Its Blessing To Viewability Vendors

MRC Gives Its Blessing To Viewability Vendors


ViewabilityThe Media Rating Council (MRC) on Monday lifted its advisory against buying and selling display ads based on viewability metrics.

“The state of viewability measurements is much better than it was 16 months ago and viewability vendors have greater insight into the range of ads that are served in campaigns,” said David Gunzerath, SVP and associate director of the MRC.

The MRC had cautioned advertisers and publishers against using viewability solutions due to discrepancies in the solutions’ abilities to determine whether people had seen an online ad.

Cross-domain iFrames, for example, inhibited marketers’ ability to measure display ad viewability. Ad tech firms have since developed add-on solutions or improved their technology to address these issues.

The MRC has been evaluating and accrediting the viewability technologies of ad tech firms and has approved 11 vendors: RealVu, comScore vCE-Validation, DoubleVerify, Google Active View, spider.io, Integral Ad Science, Alenty, Sizmek, Moat, WebSpectator for Publishers and Glam Media.

A major turning point was the increased percentage of ads that could be measured, Gunzerath noted. “When we began our study, only about 10% of ads served in some campaigns were measurable,” he said. “Now it’s fairly regular for 70% or 80% of the ads to be measured by vendors.”

In terms of viewability metrics for video, the MRC will allow the public to comment on the standards for video measurements that the organization introduced in conjunction with the Interactive Advertising Bureau, American Association of Advertising Agencies and the Association of National Advertisers in January before moving forward.

These organizations are also reviewing viewability standards for the mobile Web. It had already been decided, said Gunzerath, that the tendency for ads to be centered within mobile apps means viewability “is largely not an issue” and it will review ads served on the mobile Web next.

Improved viewability measurements are a boon for advertisers since it removes some of the uncertainty behind buying online ads. Publishers, however, may have less inventory to sell, so it is possible that some may increase prices or look for other ways to compensate for the loss in revenue.

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.