The Media Rating Council on Monday adopted a viewability metric, or “currency,” for online video ads that defines when viewable display impressions count. It’s the industry’s first attempt to address the problem of brands paying publishers for ads no one sees. While the industry generally welcomes the development, the fine print causes some concern.
The Media Rating Council today is adopting a viewability metric, or “currency,” for online video ads that defines when viewable display impressions count. It’s the industry’s first attempt to address the problem of brands paying publishers for ads no one sees. While the industry generally welcomes the development, the fine print causes some concern.
