Marketers React to Mobile Viewability Criteria, as Challenges Loom

Media Rating Council develops guidelines

Earlier this week, the Media Rating Council made its first statement about mobile viewability—a burgeoning concern for publishers and advertisers as more online traffic shifts to smartphones and tablets. The initial guidelines, though temporary, are noteworthy for marking the first time the media ratings watchdog has acknowledged mobile, but marketers aren't clear about how the new criteria will help measure their campaigns.