Tuesday, May 05, 2015

The Chaos Continues

With all the debate over ‘viewability’ in the last little while, it was just a matter of time before mobile jumped in and made a complete mess of the works.

Thanks to the Media Rating Council (MRC), we now have a definition for a mobile viewable ad impression. 

Wait, let me correct that.  We now have three definitions.

Online, an ad is considered viewable if at least 50% of the pixels are in view for at least one continuous second (two seconds for video).

But in mobile, there are a couple of additional ways to look at it.

According to the MRC, “If both the pixel and time components associated with an ad are greater than zero, but one or both do not meet or exceed the…minimum requirements, the ad may be referred to as a ‘Loaded Ad.’

Can an ad be a loaded ad but not a viewable impression?

Glad you asked.

According to the MRC, of course it can.  If over 50% of the ad’s pixels are in view, but it cannot be determined how long they were in view for, then it is a loaded ad but not a viewable impression.

But wait.  There’s more.

If it can be determined how long the ad was in view for, but not the amount of pixels shown, then the ad is considered neither loaded nor viewable, but rather a ‘served impression.’

Perhaps there should be one final category.  Call it the ‘crock of’ category.

Because that’s pretty much what we have here, isn’t it?

And, no that’s not a loaded question.

But hopefully it made an impression.

Both served and viewable.

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