The New Video Ad Viewability Metric Is Drawing Scrutiny

Advertisers not happy that impressions count after 2 seconds

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The Media Rating Council today is adopting a viewability metric, or “currency,” for online video ads that defines when viewable display impressions count. It’s the industry’s first attempt to address the problem of brands paying publishers for ads no one sees.

While the industry generally welcomes the development, the fine print causes some concern.

Marketers are unhappy about the decision to pay for ads when they’re only watched for two seconds and in cases where only half the video player is viewable in the browser.

“It’s way too short,” said Kevin Scholl, digital marketing manager at Red Roof Inn.

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