Topic: MRC

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

As a result of its accreditation being suspended

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…

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

Calls for audit of the social giant's metrics

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…

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

Media Rating Council shares its stats

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…

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

But no guidance on news feed promos

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…

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

The viewability debate shifts to smartphones

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…

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

6 questions with the media watchdog

Advertisers are starting to demand chargeable mobile impressions from the Media Rating Council after it announced plans in May to address the issue. But with smaller screens and fast-scrolling fingers,…

Marketers React to Mobile Viewability Criteria, as Challenges Loom

Media Rating Council develops guidelines

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. The…

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

2015 promises a huge battle on this front

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…

Publishers Are Responding to Brands' Viewability Concerns

A discussion with Evolve Media president Brian Fitzgerald

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…

The New Video Ad Viewability Metric Is Drawing Scrutiny

Advertisers not happy that impressions count after 2 seconds

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…