MRC Issues Guidelines for Measuring Viewable Impressions in Mobile Web and Mobile In-App Environments

The Media Rating Council has issued the final version of its guidelines for measuring viewable impressions — an important step forward in establishing industry-standard metrics and laying the foundation for cross-channel, cross-platform measurement. This is significant news for those in the media space:

• The guidelines represent the last step in “Defining Impressions,” the first principle within Making Measurement Make Sense’s (3MS) five principles of digital measurement.
• The guidelines include a set of requirements and parameters.
• The guidelines supersede all previous MRC guidance on the measurement of viewable impressions of advertising that appears in mobile environments.

“As mobile becomes more central to ad strategies, agencies need reliable ways to evaluate campaign performance,” said Terry Cohen, SVP Media and Media Research, 4A’s. “The finalization of the Mobile Viewability Guidelines provides important parameters for measuring the delivery of mobile ads, marking a pivotal moment in the journey towards our common goal of establishing cross-platform metrics for ad campaigns.”

View the full release on the MRC’s website.