Trouble Brews Over the Viewability of Digital Ads

Publishers wary of increased scrutiny by brands

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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. The metrics, or “currency” in industry vernacular, are often dictated by MRC-approved vendors, which include comScore, Moat, Integral Ad Science and DoubleVerify.


Now, one company will be combining all four of those MRC-accredited vendors into one product.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in