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The Resource Center / Viewability

Current MRC Standards & Statements

  • Display

    Viewable Display Ad Impressions are counted when the following criteria are met:

    • Pixel Requirement: Greater than or equal to 50% of the pixels in the advertisement were on an in-focus browser tab on the viewable space of the browser page, and
    • Time Requirement: The time the pixel requirement is met was greater than or equal to one continuous second, post ad render.
      • The above actions—determining pixel requirement, determining time requirement—should be performed in that specific order when measuring the viewability of an ad. View More
  • Video

    A Video Ad that meets the criteria of 50% of the ad’s pixels on an in-focus browser tab in the viewable space of the browser page can be counted as a Viewable Video Ad Impression if it meets the following time criterion:

    • Video Time Requirement: 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. This required time is not necessarily the first 2 seconds of the video ad; any unduplicated content of the ad comprising 2 continuous seconds qualifies in this regard. View More
  • Mobile
    • November 12, 2015 – MRC issued an update on Mobile Viewable Impression measurement. The update can be viewed here.

MRC Accredited Viewability Vendors