Media Rating Council Proposes Mobile Viewability Definition That Matches Desktop
The marketing industry’s Media Rating Council has proposed long-awaited guidelines for ad viewability on mobile devices, essentially leaving its interim guidance in place but setting aside one potentially contentious issue for after a comment period that ends April 30.
The proposed MRC rule calls for mobile ads to meet the same threshold as those on desktop computers: At least 50% of pixels in view for at least one second for display ads, two seconds for video ads. That’s the same as the interim guidance issued last year.
The MRC said it will study whether ads in mobile newsfeeds demand less time on-screen, however, before it finalizes the guidelines. Facebook in particular would benefit from a looser standard of a half-second for ads in fast-moving newsfeeds.
