Media Rating Council to endorse new ad viewability metric

The Media Rating Council plans to endorse display ads next week that use a new viewability metric tracking whether site visitors actually scrolled down far enough for the ad to be visible. In November, the standards-setting association had said advertisers should hold off because existing technology to track the metric was flawed. The metric comes after 18 months of effort by MRC to combat the rampant problem of ads being bought that are never actually viewed.

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