Down with viewability: MRC chief says it's time to move past 'marketplace fixation'
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Enough is enough, marketers: Media Rating Council CEO George Ivie has heard your complaints about viewability, and he thinks you’re missing the point.
It’s taken longer to nail down “viewability” than the MRC wanted, Ivie says, but the whole digital ad viewability idea was only meant to be a relatively quick fix en route to a bigger thing, which is now set to arrive by 2019. That would be cross-platform media measurement standards across all forms of TV and digital video delivery around demographics or any other audience data that marketers want.
The digital video piece of that standard came out in December, and many marketers are already trading on it using tools from Nielsen and ComScore, Ivie notes. The broader cross-platform guidelines that should emerge in draft form by late this year could include something else many advertisers long have clamored for: more precise ratings of TV commercials.
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