MRC Issues New Location Based Advertising Measurement Guidelines

MRC Issues New Location Based Advertising Measurement Guidelines

The Media Rating Council (MRC) has issued the final version of its Location Based Advertising Measurement Guidelines, developed in collaboration with the Mobile Marketing Association and IAB. The guidelines, which were previously available for public comment in draft form, serve as industry-wide guidance on how the effectiveness of digital location-based ads should be rated, and […]

The Wild West of Mobile Advertising: Bots Fake Viewability

The Wild West of Mobile Advertising: Bots Fake Viewability

Fake ad traffic generated by bots is burning through advertisers’ budgets and eroding trust in digital advertising. Initially simple scripts that click on display ads from server farms and compromised PCs, bots have evolved to become sophisticated viruses that are infecting mobile devices and are working their way into mobile apps. Working silently in the […]

Unilever taps auto start-stop mobile video ads for billing transparency

Unilever taps auto start-stop mobile video ads for billing transparency

Unilever brands Knorr, Rexona and Magnum are pushing out mobile video ads with an auto start-stop function that are less intrusive for consumers while enabling the marketer to only pay for visible impressions. Ad transparency is a heated topic in digital marketing these days, with brands increasingly expressing frustration over not having a clearer picture […]

MRC’s Viewability Standards Treats Mobile Ads the Same as Desktop

MRC’s Viewability Standards Treats Mobile Ads the Same as Desktop

Almost a year after it started the process of measuring mobile viewability, the Media Rating Council has issued its first set of guidelines, which recommend that marketers treat smartphone and desktop ads the same. Per the media watchdog, a viewable impression means marketers will only be charged after 50 percent of a mobile ad loads […]