As consumers shift from desktops to smartphones, advertisers want to make sure promos shift with them. To that end, the Media Ratings Council recently released its first guidelines for maximizing mobile viewability. And now ad network Millennial Media is adopting standards that go even further.
Working with Integral Ad Science, Millennial is guaranteeing advertisers that 100 percent of mobile ads served within apps are viewable for one second. That number is far higher than the 50 percent standard recommended by the Media Ratings Council's temporary policy. (The
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