MRC issues proposed mobile viewability guidelines

The Media Rating Council released its first proposed guidelines for measuring mobile viewability. The media watchdog stipulated that a “viewable impression” has taken place after fifty percent of a mobile ad has been viewable to a user for either one second (for static ads) or two seconds (for video ads). That’s the same viewability criteria that advertisers use for desktop. The MRC hasn’t recommended a viewability standard regarding mobile newsfeed ads; the watchdog says further study on user cognition is needed. The proposed guidelines – available here – are still in draft form; the MRC will accept feedback until April 30.

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