Ad Industry Group May Consider Tougher 100% Standard for Digital Ad Viewability

The Media Ratings Council (MRC) may consider changing theviewability threshold from 50% of pixels in view to 100%.

Some media buyers such as GroupM already use 100% as a standard any many others use stricter criteria (view time, etc.).

Bottom line. There is a lot of crap in the system for sure and media networks are using more metrics to quantify the performance of their ads than ever before.

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