MRC Viewable Impression Guidelines

Digital advertising technology has advanced a great deal since the 2004 release of the Ad Impression Measurement Guidelines. The MRC Viewable Impression Guidelines extend the original guidelines by addressing a new level of quality for ad impression measurement—whether or not the ad was in view. A lot can happen between fetching an ad and actually displaying. In addition, even after the ad is loaded, site elements or browser window size can interfere with the visibility of the ad. These guidelines define a general standard for measuring viewable impressions displayed on websites and in video. While mobile web is not included in these guidelines, mobile web advertising companies are encouraged to use these guidelines until specific guidance is offered.

Scope: Applicable to browser-based and . . .

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