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Media Rating Council

MRC Says Mobile Ads Take Too Long to Load – source: WSJ

The burgeoning burgeoning mobile ad industry is growing rapidly Americans spend more time on smartphones, and as marketers and media companies reorient their business models to help reach these phone-obsessed consumers.

However, the MRC, the Media Rating Council, the ad industry’s overseer of research methodology, reported that ads on average take five seconds to load on mobile websites and apps. That’s roughly twice as long as ads on desktop websites. The slower ads load, the easier it is for mobile users to blow right past them.

The MRC’s CEO, George Ivie, said that there are a number of factors contributing to mobile advertising’s sluggish nature…

Access full article from WSJ

Finally, Guidance on Social Media Ratings

The Media Rating Council (MRC) has issued an official set of social media measurement guidelines.  In conjunction with the American Association of Advertising Agencies, the Interactive Advertising Bureau and the Word of Mouth Marketing Association, the MRC has released an in-depth 40-page document, which outlines common practices.

Also participating in the development of these guidelines were social media vendors, publishers, measurement organizations, ad servers and ad networks. In addition, the guidelines were reviewed by buyer-side trade organizations.

According to this article in Media Life Magazine, these guidelines cover methods used for measuring a number of types of social activity, including tracking and counting users accessing content within social media, interaction and/or engagement with social media content,

and consumer “listening” and sentiment.  The guidelines also cover the measurement of user-generated content and video.

The article includes these excerpts from the guidelines:

“In order for a user-action to be considered part of social media audience activity it should be trackable/measurable (publicly or privately), fall within the campaign time period (for campaign level or advertising counting) or defined measurement period and include all valid traffic.”

“Examples of trackable/measurable user-action may include interaction (clicks, shares, retweets, likes, favorites, etc.) with social media content, application downloads or social shares from a brand website to social media platforms.”

The Media Life article also provides a direct link to the guidelines.

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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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MRC Issues Ad Fraud Rules

The Media Rating Council, the official arbiter of media ratings in the U.S., has issued new guidelines for digital media vendors and companies as a result of the growing concern over online advertising fraud.  These guidelines, which will address the detection and filtering of “invalid traffic” generated by bots and other non-human sources, are discussed in this Media Post article by Erik Sass.

The rules are presented in a document entitled, “Invalid Traffic (IVT) Detection and Filtration Guidelines, Version 1.0.”  Among the key points in the guidelines: the requirement for enhanced internal controls covering employee behavior policies, partner qualification processes, analysis of acquired or paid traffic, periodic risk assessments, and the correct procedure for challenging a decision to remove invalid traffic.

These rules apply to all measurement products that involve tagging, beacons, cookies, redirects, and other types of message tracking, and to various types of census tracking.

The Council expects all MRC-accredited organizations to comply with the new guidelines. Although the rules take effect immediately, accredited organizations have a grace period of 180 days to comply with them. All future applicants for accreditation will be evaluated for compliance with these rules.

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