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Learn How To Measure Mobile Ad Viewability

By Chris Crum

May 12, 2015

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 web browser or a mobile app.

As you may know, the MRC works with other industry organizations (ANA, IAB and 4As) under the Making Measurement Make Sense (3MS) initiative. Its goal is to "facilitate industry discussion and conduct additional, necessary research to create permanent guidelines that account for the specific nuances of mobile web environments."

"In guidance issued in 2014, the MRC noted the need for further study to determine if existing Viewable Impression standards could apply to mobile," an MRC spokesperson tells WebProNews. "Mobile presents technical complications as well as inherently different use cases because of how individuals interact with their devices."

READ: A Clearer Look At Mobile Ad Viewability
For the most part, the new mobile guidance [...]

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