Yahoo! Gains MRC Accreditation for Viewability Measure

Search giant Yahoo! has received Media Rating Council (MRC) accreditation for its 'Prime View' ad impression viewability methodology, which the firm says ensures that advertisers only pay for display ads that people actually see.

Earlier this year, the MRC gave the green light to the ad industry to begin using 'viewable impressions' as a metric for measuring display advertising, saying that the shift from a served' impression to a viewable impression standard will provide marketers with a more accurate way to quantify their investment.

Using a methodology aligned with the Interactive Advertising Bureau (IAB) standard for display ad viewability measurement, Yahoo's new Prime View vCPM (viewable cost per thousand) product is able to detect whether at least half an ad actually appeared in the viewability part of a users' screen, for at least one second. The firm claims that this enables advertisers to run display campaigns at a 100% viewability rate across Yahoo!.

Scott Burke (pictured), SVP of Advertising and Data Platforms, comments: 'We know that advertisers want to be confident their message is reaching consumers, so Yahoo's offering assures advertisers only pay for viewable impressions. We remain committed to creating a more simple, transparent advertising ecosystem, and we are dedicated to helping brands get the best measurement and optimization for their campaigns.'

Prime View is currently only available for display ads running on Yahoo! in the US, but will be rolled out more widely in the near future.

Web site: www.yahoo.com .