The Media Rating Council (MRC) issued the final version of its Mobile Viewable Advertising Impression Measurement Guidelines. Updated based in part on cross-industry input received during a 30-day public comment period in April, the guidelines provide guidance for measuring viewable impressions in Mobile Web and Mobile In-Application (In-App) environments.
These final guidelines, subject to periodic updates, include parameters for measuring Viewable Impressions, an industry standard metric designed to represent those mobile ads for which the opportunity-to-see is established. They represent the last step in “Defining Impressions,” the first principle within Making Measurement Make Sense’s (3MS) five principles of digital measurement. With Viewable Impressions – across desktop and mobile environments – now clearly defined, MRC and 3MS can move forward the remaining four principles.