JICWEBS Updates Viewability Guidelines

The UK's Joint Industry Committee for Web Standards (JICWEBS) has updated its guidelines for products that measure the viewability of online ads.

The 'Principles for Viewability Products' guidelines, initially published in January 2014, have been updated to reflect how the issue of viewability has changed over the past eighteen months. Updates include direction on the reporting of percentage area viewable and time; reporting viewable impressions, including special cases; disclosure of what is measured, and measurement and asset render requirements.

The new version takes into account feedback from the MRC and IAB in the US, as well as from participants in the UK-focused cross-industry group that fed into JICWEBS. Chairman Richard Foan (pictured) explains: 'It's important the industry doesn't stand still when it comes to tackling the big issues affecting online advertising. This update builds on the good work implemented last year around ad viewability and is a further step in the right direction around bringing greater transparency and trust to digital advertising'.

JICWEBS is online at: www.jicwebs.org and the report can be accessed at: http://jicwebs.org/images/JICWEBS_Viewability_Product_Principles_June_2015.pdf .