MRC's First Stab at Viewability Standards Treats Mobile Ads the Same as Desktop

But no guidance on news feed promos

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Almost a year after it started the process of measuring mobile viewability, the Media Rating Council has issued its first set of guidelines, which recommend that marketers treat smartphone and desktop ads the same.

Per the media watchdog, marketers will only be charged after 50 percent of a mobile ad is in view for one second. For video ads, it's two seconds. Those are the same standards that apply to desktop. The draft version of the guidelines are open for public discussion until April 30 when the MRC will take the feedback and create a final set of guidelines for advertisers.



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