74% of publishers have adopted the MRCs viewability standard, but 28% of brands and agencies are currently using their own viewability standard.

Why does this matter? As advertisers demand higher quality video views publishers are responding with improved inventory.

Flashback. Brands With Their Own Viewability Standards Are Causing Headaches for the Ad-Tech Industry

Current MRC standard — 50% of video ad should be in view for at least 2 consecutive seconds

New HP/IBM standard — 100% of video ad must be in view for at least half of the video length (Ex: 15s of 30s ad). HP estimates that 20–30% of digital inventory meets this standard.​

New GroupM standard — 100% of video ad must be in view for it to count as a view, but with or without sound and regardless of auto-start.

Facebook and Nielsen partnered on a study to explore at what point video ads started to deliver value for the advertiser.

More. Digital Video Industry Continues to Grow in Size and Complexity