On Monday, the Media Rating Council’s (MRC) advisory to avoid buying in-browser video impressions on the basis of viewability will end. Although the MRC defines in-browser video viewability as an ad that is at least 50% in view for at least two continuous seconds, there’s little agreement in the industry on what, exactly, constitutes video […]
When the Media Ratings Council (MRC) last week lifted its advisory against buying and selling display ads based on viewability, it marked a milestone in determining whether an ad was actually seen. However, a number of industry execs say the problem is far from solved in display (let alone video, which still lacks a common […]
The 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 […]
Viewability – the qualities that convey whether an advertisement was seen by its target audience – remains a contentious issue in the ad tech space. This is why associations like the Media Ratings Council (MRC) give accreditation to vendors offering viewability metrics, and why those vendors have scrambled for approval. One such company is Sizmek, […]
The advertising industry has been wrestling with what exactly constitutes ad viewability. Trade organizations like the the Media Rating Council (MRC), among others, are working to develop and refine guidelines on this issue. The MRC in particular has approved several viewability measurement solutions. Only a handful of vendors have been approved so far, such as […]
You know viewability is a big deal when rivals in a given space band together to promote a new open source standard around it. That’s what’s happening in online video as TubeMogul organizes a group of fellow video ad tech vendors including BrightRoll, Innovid, LiveRail and SpotXchange to support OpenVV (or Open VideoView), a viewability […]
