MRC Announces Mobile Viewable Impression Guidelines Draft for Public Comment

The Media Rating Council (MRC) announced that a draft version of the Mobile Viewable Advertising Impression Guidelines is now available for public review and commentary. The document, which proposes guidance for measuring a mobile viewable impression – a measurement of a moment at which the opportunity-to-see a mobile advertisement is established – was available for public comments through April 30, 2016.

Key components of this draft version of the Mobile Viewable Ad Impression Guidelines include:

  • Minimum thresholds for measuring whether an impression is viewable: The draft proposes that display and video advertisements in mobile environments follow the same minimum time and pixel standards as their desktop
  • Notation of ongoing evaluation of “newsfeed” environments: MRC will continue to analyze data between now and when the final version of the Guidelines is issued to determine if the final draft should establish different time thresholds for ads in mobile newsfeed environments. As of today, MRC has not concluded that different thresholds are necessary.
  • Modification of Mobile Web/In Application Ad Definitions: The definition of mobile web ads now includes those ads launched to an embedded web browser from within a mobile app. The Interim Guidance had categorized these ads as mobile in app, not mobile web.
  • The use of SDKs and APIs in mobile viewability measurement: The draft includes details to guide the use of Software Development Kits (SDKs) and Application Programming Interfaces (APIs) in mobile viewability measurement, and outlines specific quality control requirements for these.
  • Continued absence of the Loaded Ad metric: As previously announced in November 2015, MRC has concluded this metric, which was introduced in the May 2015 Interim Guidance document, is not necessary. It was originally designed as a temporary solution that recognized previous limitations in measurers’ capabilities for determining viewable impressions in mobile in app environments.

April 1, 2016 |MRC press release on mobile viewable impression guidelines draft

March 31, 2016 | MRC Mobile Viewable Ad Impression Measurement Guidelines Draft