Demanding More Stringent Measurement, Some Brands Are Using Their Own Viewability Standards

HP and Nestle set their own definitions

HP is only paying for digital promos in view for at least five seconds. Getty Images

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.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.