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The Media Rating Council (MRC), in its ongoing effort to identify and address remaining systematic issues that cause discrepancies in the viewable impression measurements between MRC-accredited viewability measurement providers, is seeking specially structured data on viewability measurement results for production advertising campaigns.
While MRC has previously issued guidance to the industry on reasons why such discrepancies existed, and has prescribed certain procedures that accredited vendors must follow that address these, we are undertaking this additional step to ensure that any remaining material causes for systematic viewable impression counting differences are identified. The data supplied for this project will help to ensure that significant issues of this type will be addressed and resolved.
Our hope is that we will naturally get a varied set of data, ad types, etc., across market verticals, to ensure a complete view of the causes of differences. If in MRC’s judgement the coverage derived from the data submitted is insufficient to derive a complete view of vendor differences, additional specific data may be requested by MRC.
Confidentiality of Submitted Data: Data supplied to MRC for this project will be maintained under strict confidentiality. MRC will not share the identity of participants (marketers, agencies, media organizations and measurement vendors) and will not share results of campaign on an attributed basis with anyone – any results that are reported from this phase of testing will be generalized and anonymously reported by MRC.
The details of the data request are described below.
Each participating organization contributing data should identify a single point of contact who will be the lead in interacting with MRC and following up on questions. Please include the contact information for this contact, including e-mail and telephone contact with all communication.
The MRC personnel involved in this project are:
MRC telephone number: 212-972-0300
We are asking that those interested in supplying MRC with data for this purpose identify campaigns for which multiple (two or more) MRC-accredited viewability providers’ measurements can be tested and compared. This can be done in one of two ways:
For each submitted campaign, participants should be prepared to supply MRC with the following information at the placement level:
In addition, all participants will be asked to comply with the following test parameters:
Other Planned Viewablity Processes
MRC is planning additional efforts with IAB, advertising agencies and others to monitor the progress of viewable impression adoption, performance metrics and issues encountered on a longitudinal basis, using a combination of laboratory and campaign monitoring processes, but the specifications for that work are separate and currently under discussion. This is not a dependency for viewable impression adoption and can be considered a normal part of conversion to a new measurement metric.
Appendix: Viewability Vendors Accredited by MRC as of 1/16/15:
For Display Ads: Adloox, AdYapper, Alenty, Chartbeat, comScore vCE, DoubleVerify, GLAM Media, Google ActiveView, Integral Ad Science, Meetrics, Moat, Pixalate, RealVu, Sizmek, Yahoo! APT, WebSpectator.
For Video Ads: DoubleVerify, Meetrics, Moat, Telemetry, Videology.
Read the letter on viewability from ANA, 4As, and IAB
Download a pdf version of the MRC Data Request Form
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