Draft Mobile Viewable Ad Impressions Guidelines Issued

The Media Rating Council (MRC) has issued a draft version of the Mobile Viewable Advertising
Impression Guidelines for public review and commentary.

In March 2014, the MRC gave a green light to the ad industry to begin using 'viewable impressions' as a metric for measuring display advertising. It then upgraded its 'Viewable Ad Impression Measurement Guidelines' last August. The new draft guidelines for measuring a mobile viewable impression - a measurement of the moment at which the opportunity-to-see a mobile ad is established - will be available for public comment until April 30th, and interested parties can review the document here and provide commentary or suggested revisions via e-mail to Ron Pinelli: rpinelli@mediaratingcouncil.org .

The draft covers areas such as minimum thresholds for measuring whether an impression is viewable, ongoing evaluation of newsfeed environments, and modification of mobile web/in application ad definitions. The final version of the document, which may incorporate additional feedback received during this public comment period, will supersede all previous MRC guidance on the measurement of viewable impressions in mobile environments (including the Council's Interim Guidance on Mobile Viewable Impression Measurement, issued in May 2015 and updated in November 2015).

David Gunzerath (pictured), MRC SVP and Associate Director, comments: 'Developing a viewability standard for measuring the opportunity-to-see an ad in mobile environments requires substantial cross-industry input and the balancing of a wide range of interests. But once established, it will be a significant step forward for the digital marketing world, and will enable us to build upon these foundational metrics toward future advanced metrics that will more fully measure ad engagement and effectiveness'.

Web site: www.mediaratingcouncil.org .