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MRC Scraps Fully Loaded Requirement For Mobile Ads, Issues Updates On Viewability

Joe Mandese discusses the updates issued by the Media Rating Council to its guidelines for mobile viewable impressions in this Media Post article.  These updates include a requirement for an ad fully “loaded” to be counted for measurement.

The MRC’s three significant updates:

-Elimination of the “Loaded Ad” concept. Since measurers can now successfully measure viewable impressions in mobile within the in-application environment,

the MRC has concluded that the “Loaded Ad” metric is no longer necessary.

-Additional evidence has been found that “Count on Decision” approaches for served ad impression measurement should be eliminated as a valid method for counting served impressions.  Therefore, as previously announced, the MRC will work with the IAB to eliminate Count on Decision as an acceptable method for counting served ad impressions in the near-term future.

-Cross-industry collaboration has been strengthened with a large working group of interested parties and organizations to obtain data in order to answer questions surrounding viewability requirements applied to mobile environments.

The MRC expects to release final guidelines for public comment in the first quarter of 2016.

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