Meetrics Gains MRC Approval for Ad Attention Monitor

European firm Meetrics has been accredited by the Media Rating Council (MRC) for the viewable ad impression measurement in its Ad Attention Monitor product - for both display and video ads.

Established on the back of research conducted at MIT, Meetrics helps clients to assess the actual visibility rates and individual view times of online ads. It also offers market research tools to analyse the behavior and reading habits of Internet users, while its panel studies combine the collected data with sociodemographic information or data from additional surveys.

According to the MRC, this is the first time it has accredited a European viewability product for both display and video ad viewability measurements.

Philipp von Hilgers (pictured), Meetrics MD, comments: 'Our data has shown that around 40-60% of programmatic ads served are never visible, thus, wasting a significant proportion of ad spend. The MRC's rigorous review process is testament to the high and innovative standard of ad quality management Meetrics has brought to the digital ad industry through Ad Attention Monitor.'

Web site: www.meetrics.com .