How Can Marketers Be Certain Their Mobile Ads Are Actually Getting Seen?
By Carlton Wilcoxson • October 28, 2015
Having addressed marketers’ concerns about desktop viewability (ads that are actually seen by consumers) in 2014, the Media Rating Council is now in the hot seat to provide guidance on mobile advertising.
In May, the MRC made its first statement on mobile viewability, saying that smartphone-size ads need to be measured differently than desktop ads. Five months later, however, marketers are still waiting for an industry standard for chargeable impressions to buy ads against, even with the MRC’s promise to address the issue by the end of the year.
“Mobile viewability is huge—people want it done already, so there is a lot of pressure on all sides to move this forward,” said George Ivie, CEO and executive director of the MRC. “There’s also pressure to do it right. We don’t want to set parameters that aren’t properly informed by the data and how people use mobile.”