Mobile is a big problem when it comes to viewability measurement. That’s one finding from the Media Rating Council’s (MRC’s) third iteration of desktop viewable-impression reconciliation testing.
The study compared the total viewable impressions for campaigns (including both display and video) tagged for viewability measurement by two or more viewability vendors across a large dataset provided by a range of publishers, advertisers and agencies to determine differences in vendor results and how to minimize such discrepancies.
