The Media Ratings Council on Monday lifted its viewability advisory on video ads, allowing publishers and buyers to conduct transactions using views as a metric.
Though the lift was announced earlier this year, there was a 90-day gating period to allow all parties to prepare for the market shift, MediaPost reports. Display ad transactions have been allowed based on viewability since March.
“To qualify for counting as a viewable video ad impression, it is required that 2 continuous seconds of the video advertisement is played, meeting the same pixel requirement necessary for a viewable display ad,” states the MRC’s Viewable Ad Impression Guidelines. “This required time is not necessarily the first two seconds of the video ad; any unduplicated intent of the ad comprising 2 continuous seconds qualifies in this regard.”
Many in the publishing industry believe that the lift is just the beginning of video ad viewability as a major metric in transactions, as methodologies and understanding evolves.
To read more about the MRC’s lift of its viewability advisory, visit MediaPost.com.
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