Three solutions to the 'nonsensical' ad viewability standard
In 2014, I wrote a piece calling out our industry for its pretty feeble definition of ‘viewable’. Little did I know I’d be saying the same things four years later.
But the fact is, very little has changed. The Media Rating Council’s standard still stands: a digital advert is classed as ‘viewable’ if half of it is in vision for one second or more. Run that by anyone outside media-land and they’d laugh in your face.
I actually have sympathy for the Media...