MRC

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.

Publishers trafficking in pirated movies, TV shows and games sold programmatic ads alongside this stolen content, while using domain cloaking to obscure the “cashout sites” where the ads actually ran.

Ever since Nielsen was dinged for undercounting TV viewers during the pandemic, its competitors have been fighting to convince buyers and sellers alike to adopt them as alternatives. And yet, some industry insiders argue that alt currencies weren’t ever meant to supplant Nielsen.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

In today’s newsletter: President Joe Biden signs the TikTok ban into law; upscale grocery and convenience store chain Foxtrot closes down; and IPG has a rough Q1.

Quad Media President Joshua Lowcock asks all ad tech partners for log files as a matter of course. And if a company isn’t willing to hand them over, that’s a sign it’s probably hiding something. Plus: The fallacy of scale and pondering the true role of a third-party verification partner.

The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.