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All Posts Tagged Tag: ‘MRC’

MRC Releases Ad Viewability Test Results

MRC Releases Ad Viewability Test Results

The Media Rating Council (MRC) has released the results of the third phase of its viewability measurement reconciliation testing. It had conducted two prior phases, which identified requirements for vendors to follow in order to “minimize discrepancies in viewability measurement.” This most recent phase is the final phase of testing. The MRC received data from campaigns accounting for about four …

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Here’s How To Measure Mobile Ad Viewability

The Media Rating Council (MRC) just issued its interim guidance for the digital marketing and advertising industry on how to proceed with measuring and transacting around mobile viewability. This applies to the “Opportunity to See” an ad in a mobile web browser or a mobile app. As you may know, the MRC works with other industry organizations (ANA, IAB and …

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‘House Of Cards’ Season 3 In No Danger From Maryland Tax Situation, Says Netflix

Earlier this year, reports came out that the production of House of Card: Season 3 was being held up as two bills in Maryland would affect tax breaks, which have been a key in the show being produced in the state. Based on what transpired earlier this month, things aren’t looking too great for the show’s future in Maryland, and …

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Media Rating Council Gives Viewable Display Impressions Green Light

The Media Rating Council (MRC) announced that it has lifted its advisory on “Viewable Impressions” for display advertising. This means the industry can begin transacting on the metric for the first time in a shift from served impressions to those that are essentially guaranteed as actually seen. The council, along with the IAB’s Emerging Innovations Task Force has released a …

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