The Media Rating Council will start measuring mobile viewable ads
Advertisers are demanding the Media Rating Council (MRC) start addressing the issues surrounding measuring mobile ad viewability and chargeable mobile impressions. Speaking with Adweek, MRC CEO, George Ivie said they have been collecting data from mobile practitioners and have started to analyse it to understand how to measure the viewability; a similar process to desktop.   

Advertisers are starting to demand chargeable mobile impressions from the Media Rating Council after it announced plans in May to address the issue. But with smaller screens and fast-scrolling fingers, mobile viewability is already proving to be more challenging than its desktop counterpart.