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IAB Says 100% Viewability Measurement is Not Yet Possible

December 16, 2014 | By DCN

The Interactive Advertising Bureau (IAB) today released the “State of Viewability Transaction 2015,” a position paper offering the digital media and advertising industries guidance on how to manage the shift of digital media’s “audience currency” to 100 percent viewability.  During this ‘Year of Transition,’ the IAB recommends 70% as the best threshold for buyers and sellers (upping the standard from 50%, which the Media Rating Council (MRC) called for in March of this year).

To foster stronger collaboration and build trust throughout the entire media ecosystem, the IAB recommends that marketers, agencies, and publishers adhere to  seven principles during 2015, which it outlines here.

“The entire industry came together to provide true accountability through a single viewability measurement. At this point in time, it’s critical that all parties adhere to the MRC standard and provide for a period of transition while the systems catch up. On behalf of all premium publishers, I commend the IAB’s shepherding the industry through this phase.”

—Jason Kint, CEO, Digital Content Next

Read the  IAB’s entire “State of Viewability Transaction 2015” statement.


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