Trouble Brews Over the Viewability of Digital Ads

Publishers wary of increased scrutiny by brands

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The Media Rating Council (MRC) recently lifted its 18-month-old advisory against selling digital ads based on whether they are measurably viewed by consumers. It’s a move that will likely reshape the $50 billion ad marketplace and pit publishers against brands, while putting in motion a surge in the number of online promotions sold on viewability metrics—pricing that functions on how frequently ads are seen by viewers.

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