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MRC expects the digital advertising marketplace to continue its move toward adopting Viewable Impressions.
54% of the difference was a result of differing treatments of mobile viewable impressions in vendors' reporting.
Genesis Media also provides digital advertising agencies in need of inventory with guaranteed viewable, brand-safe videos for their clients.
Human and viewable is the first step to more transparent and more effective advertising," said Jonah Goodhart, CEO of Moat.
In June 2014, Moat became the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions in both online display and video.
A "Viewable CPM" (cost per viewable impression) pricing model directly matches brand marketers' goals from awareness at the top of the funnel to brand metrics like engagement, and favorability in the middle of the funnel.
The shift from a 'served' impression to a viewable impression standard will provide marketers with a more accurate way to quantify their investment and deliver increased value for all parties involved in brand advertising.
The MRC in collaboration with the IAB's Emerging Innovations Task Force, a large working group consisting of a wide range of industry stakeholders, has released its Viewable Impression Measurement Guidelines, which spell out specific parameters for how viewable impressions should be measured.
io's processes and procedures for measuring viewable impressions adhere to the MRC's Minimum Standards for Ratings Research and to applicable industry-accepted measurement guidelines.
Unlike other in-view offerings that guess if an ad space is viewable, RealVu's Content Rendering Control (CRC) technology actually determines the viewable area of a web page and calls a bid only when the ad space is in-view.