For the past three years, brands have leaned on guidelines established by the Media Rating Council to ensure that they buy digital ads that are actually seen on websites and mobile apps. Now, a handful of big-name marketers claim that those requirements are not stringent enough and are pushing back with their own viewability standards that meet stricter criteria.
The MRC’s standard charges advertisers after 50 percent of a display ad is in view for one second and two seconds for video ads.
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