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State of the Screens

Ad Industry Group May Consider Tougher 100% Standard for Digital Ad Viewability

By May 10, 2018No Comments

The Media Ratings Council (MRC) may consider changing theviewability threshold from 50% of pixels in view to 100%.

Some media buyers such as GroupM already use 100% as a standard any many others use stricter criteria (view time, etc.).

Bottom line. There is a lot of crap in the system for sure and media networks are using more metrics to quantify the performance of their ads than ever before.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.