MRC

Google Is Rolling Out New Technology for Publishers to Count Mobile Viewability

After getting suspended from the Media Rating Council—which has become digital advertising's de facto measurement watchdog—last month, Google is slowly starting to roll out a new way for publishers that use its DoubleClick for Publishers to measure mobile viewability.

ANA Asks Facebook to Open Up Its Platform for More Third-Party Measurement

One week after details about Facebook inflating its video metrics for advertisers were discovered, the Association of National Advertisers has called for an audit and accreditation of the social platform's metrics.

New Research Finds That the Average Mobile Ad Takes 5 Seconds to Load

A week after issuing its first set of guidelines about mobile viewability, George Ivie, CEO and executive director of the Media Rating Council, explained what the changes mean for marketers during a presentation at the Interactive Advertising Bureau&

MRC’s First Stab at Viewability Standards Treats Mobile Ads the Same as Desktop

Almost a year after it started the process of measuring mobile viewability, the Media Rating Council has issued its first set of guidelines, which recommend that marketers treat smartphone and desktop ads the same.

How Can Marketers Be Certain Their Mobile Ads Are Actually Getting Seen?

Having addressed marketers' concerns about desktop viewability (ads that are actually seen by consumers) in 2014, the Media Rating Council is now in the hot seat to provide guidance on mobile advertising.

How the MRC Is Transitioning From Measuring Desktop Viewable Ads to Mobile

Advertisers are starting to demand chargeable mobile impressions from the Media Rating Council after it announced plans in May to

Marketers React to Mobile Viewability Criteria, as Challenges Loom

Earlier this week, the Media Rating Council made its first statement about mobile viewability—a burgeoning concern for publishers and advertisers as more online traffic shifts to smartphones and tablets.

Agency and Brand Leaders Weigh in on Digital’s Mounting Ad Viewability Issues

Ad viewability is perhaps the hottest digital advertising topic heading into the new year, thanks to a little back-and-forth between the Interactive Advertising Bureau and the 4A's. So why not ask brand and agency leaders where they stand on the issue?

Publishers Are Responding to Brands’ Viewability Concerns

Viewability has been one of the hotter topics in the digital marketing space this year, and at the heart of the chatter is the Media Ratings Council's decision to lift its advisories against viewability metrics for display and

The New Video Ad Viewability Metric Is Drawing Scrutiny

The Media Rating Council today is adopting a viewability metric, or “currency,” for online video ads that defines when viewable display impressions count. It’s the industry’s first attempt to address the problem of brands paying publishers for ads no one sees. While the industry generally welcomes the development, the fine print causes some concern.