MRC issues viewable impression advisory update

The MRC is getting closer to lifting the advisory against viewable impressions as currency. You can download the PDF of their report here: Viewable

The larger question is what happens after the MRC steps away? At the joint publisher/agency council meeting in the spring there was broad consensus that viewable impressions was going to be currency however in the meanwhile the tools would be used a directional metric. Since then the tools have become broader in scope to address other issues as non-human traffic. Additionally some have developed a just in time delivery of the ad as the user scrolls to that area of the page.

 

Related Articles

Corus (NextScreen) | Shark Ninja

Corus delivered a first-to-market shoppable innovation in Canada that extends brand storytelling through a custom second-screen experience - NextScreen. Built to support Linear, Connected TV, and Web, the format enables audiences to shop, engage, or learn more directly from video creative, reducing friction and helping drive conversion at the moment of inspiration. By combining upper-funnel impact with direct response capability, NextScreen allows brands to connect attribution to specific creative executions, supported by enhanced analytics and creative-level reporting through its custom portal.

Captivate | Dell Product Launch

Dell’s programmatic campaign delivered measurable gains in ad recall (68%), consideration (53%), and customers action (2 in 5). Captivate’s programmatic guarantee capabilities highlights DOOH’s ability to deliver predictable and reportable results. Watch the video here.

Read the Case Study