Digital Video Ad Measurement Guidelines

The MRC and IAB Tech Lab have updated the IAB Digital Video Ad Impression Measurement. These Guidelines represent a subset of measurement guidelines for digital video ads online, specifically, on-line browser or internet activity, mobile (web and application) activity and Over The Top (OTT) activity that involves digital video and audio advertising content.

An addendum to the 2004 Ad Impression Measurement Guidelines, the Digital Video Ad Measurement Guidelines offer guidance for counting ad impressions displayed in a streaming video player. When video is displayed in a Web browser or included in an ad that is displayed in a Web Browser, the video is considered a display video or an “in-unit” video, respectively, and are governed by the display guidelines in the 2004 Ad . . .

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