MRC Nearly There with Mobile Viewability Guide

In New York, the Media Rating Council (MRC) has issued an update on the status of its Mobile Viewable Impression Measurement guidelines, to include the removal of the 'loaded ad' concept, and new thinking about the 'count on decision' approach.

Since a flurry of activity in May, the organisation has collaborated with a large working group to obtain data addressing mobile viewability issues. One conclusion from this is that the interim 'loaded ad' metric is now obsolete, as measurers can assess viewable impressions in mobile within the in-app environment.

The review has also shown that mobile ads can take a considerable amount of time to render on users' devices, and therefore the MRC will work with the IAB to eliminate 'count on decision' as an acceptable method for counting served ad impressions.

The body will present preliminary conclusions to the Mobile Viewability Working Group later this month, and a final mobile viewability guidelines document is expected to be released for a public circulation and comment period in Q1 2016.

This latest update can be viewed at: www.mediaratingcouncil.org/111215_Mobile%20Viewability%20Marketplace%20Update.pdf .