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After getting suspended from the Media Rating Council—which has become digital advertising's de facto measurement watchdog—last month, Google is slowly starting to roll out a new way for publishers that use its DoubleClick for Publishers to measure mobile viewability.
Here is why Google's move was necessary: in April, the MRC issued its first measurement standards for mobile web viewability that treats mobile and desktop viewability the same. Similar to desktop viewability, marketers are charged when 50 percent of a mobile display ad is in view for one second and two seconds for a video ad.