MRC in US announces update to Viewable Impression Advisory


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In November 2013, the Media Rating Council (MRC) announced that it would lift its Viewable Impression Advisory by the end of Q1 2014. Prior to lifting the advisory, the MRC continues to identify and remove obstacles to widespread use of viewable impressions as a digital currency metric.

The MRC issued its first Viewable Impression Advisory to caution the marketplace about transacting on viewable impression measurement in November 2012, and issued a subsequent update to the advisory in June 2013. Since the June update, many viewability measurement providers have been engaged in MRC accreditation audits. To date, six vendors have been accredited by MRC for their viewability solutions.

As a result, the MRC believes the key remaining issue is to reconcile the viewability measurements of different vendors. When that is complete, the reconciliation process will make it possible to explain and fully understand differences in viewable impression counts.

“We believe the differences among vendors are not necessarily a result of differences in their viewable impression counting functions, but rather an artifact of other processes in which each vendor engages%u2014including their filtration or verification functions%u2014which ultimately affects their calculations of viewable impressions,” said George Ivie, Executive Director and CEO, MRC. “It is our intent to provide guidance to both the industry and to the viewability vendors about how these differences should be accounted for and minimized moving forward.”

MRC believes the transition to viewable impressions represents an improvement to the overall quality of digital advertising measurement. It also is in alignment with key principles for digital measurement put forth by the ANA, 4A's and IAB as part of the Making Measurement Make Sense (3MS) initiative.

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