MRC viewability is an important effort to address uncertainty surrounding ad viewability. This is a key factor in ensuring transparency and effectiveness in online advertising campaigns. Publishers need to learn carefully about this standard. Please read the following article of AdsNextGen to have a more general overview of this standard.
1- MRC viewability definition
MRC viewability is the standard for counting image ad impressions as viewable. According to this standard, if at least 50% of the image ad’s area is visible on the user’s screen for at least 1 second, the display ad is considered viewable. For video ads, the minimum duration is 2 seconds.
As for larger models of internet advertising, specifically those exceeding 242,000 pixels, 30% of the ad’s area must be viewed in 1 second to be considered viewable.
In 2014, Google revealed that 56.1% of impressions on its display advertising platform were not viewable, revealing a significant waste of advertising budget on ads that were not viewable. Google’s findings also raise concerns about publishers’ ad inventory quality.
2- Metrics used to measure MRC viewability & how to calculate viewability
2-1 Viewable Browser Space
Viewable Browser Space is a part of the website that users see when the page loads. It can be called in many ways such as: “above-the-fold”, the viewport.
2-2 Viewable Ad Impression
When an ad is displayed in the browser space, making it viewable by the user, it is counted as 1 Viewable Ad Impression. The calculation of impressions will be based on the set number of pixels displayed in a specified area during a specific period of time.
2-3 Fraudulent Impressions
Fraudulent impressions are invalid impressions that are intentionally created to manipulate and cheat the measurement of ad impressions.
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2-4 Impression Distribution
- Number of viewable impressions
- Number of impressions served that were not viewable
- Impressions with a status can be viewed as unknown or unknown ad impressions
2-5 Measured Rate
The Measured Rate is the ratio of viewable and non-viewable impressions to the total served impressions. It indicates the proportion of served impressions that were evaluated for viewability.
The formula for calculating Measured Rate is Measured Rate = (Viewable Impressions + Non-Viewable Impressions) / Total Served Impressions. However, in Google Ad Manager, “Measurable Impressions” are used instead of “Non-Viewable Impressions” and the formula is Measured Rate = Measurable Impressions / Total Served Impressions.
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2-6 Iframes
The iframe is a fixed space in a website. This is where 3rd party ads are placed. There is a more advanced type of iframe called SafeFrame. IAB developed this type of advanced iframe to facilitate communication between the video marketing on social media ads contained in the iframe and the publisher’s page.
2-7 Invalid Impressions
Invalid impressions are impressions that do not meet the required criteria. These criteria are the measurement criteria for MRC viewability. It is also evaluated as invalid when the bot evaluates it as invalid.
2-8 Viewable Rate
The calculation is expressed as a percentage. The determining formula is Viewable Impressions/(Viewable Impressions + Non-Viewable Impressions)
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3- MRC Viewability Standards
3-1 Video Ads
The MRC standards for video ad viewability mandate that a minimum of 50% of the ad’s pixels must remain visible on the user’s screen for at least two seconds. YouTube, Facebook, and Instagram video marketing all share this same theorem
3-2 Display Ads
MRC’s display ad viewability standards stipulate that a minimum of 50% of the ad’s pixels must be visible on the user’s screen. Besides, this visibility has to be maintained for at least one second.
3-3 Large Display Ads
The MRC mandates that a minimum of 30% of the ad’s pixels must remain in view on the user’s screen for at least one second from the moment the ad is visible in the viewport.
Similar to regular display ads, the visibility standards for large display ads also require the specified pixel threshold to be met for at least one second after the ad appears on the user’s screen.
While initially intended for desktop browsers, MRC guidelines for mobile web pages and in-app ads align closely with these standards. The fundamental criterion remains that at least 50% of the ad’s pixels should be visible for a minimum of one second.
4- IAB’s MRC viewable ad impression measurement guidelines
The IAB first introduced ad impression measurement guidelines in 2004. The purpose was to establish ad impression measurement standards. Most standards in the digital advertising industry, including those from the MRC, build on original standards from the IAB.
However, there are still differences between IAB and MRC standards. More specifically, the IAB defines an impression as when the ad has loaded and appeared on the screen. While MRC requires at least 50% of the ad’s pixels to be visible for at least one second. Therefore, the guidance from the MRC marks a new step forward in this area.
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5- FAQs
Below are questions from the audience on the topic of MRC viewability that we have compiled and answered for you.
5-1 Who is MRC?
MRC (Media Ratings Council) is an independent organization that sets and tests digital advertising viewability standards. The main purpose of this organization is to ensure that advertisers get value for their money.
5-2 Why should publishers pay close attention to MRC viewability standards?
These MRC viewability standards greatly impact the trust and effectiveness of digital advertising.
5-3 What are MRC’s viewability standards for publishers?
A display ad is viewable if 50% of the ad content is visible for at least one second. Besides, it must meet the condition of being displayed in the browser’s viewable space.
6- Wrapping Up
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