Google rolls out new ad metrics to recoup MRC accreditation
Google is set to roll out two new metrics for its DoubleClick for Publishers (DfP) platform, as the company looks to bounce back after the Media Rating Council (MRC) suspended some of its metrics for non-compliance. Calls for stricter regulations on ad measurement have also been fuelled further by Facebook's admitting to "inflating" video measurements. Updates in Google's new metrics include the ability to download impressions in reports, and a served metric that will enable marketers to adjust prices according to the level of business. It is working to renew its MRC accreditation for the methodology by year end. 

Google is reportedly rolling out new formats for publishers to measure mobile viewability with the addition of two new metrics to its DoubleClick for Publishers (DfP) platform.

DoubleClick

Proposed updates include the addition of a new "downloaded impression" metric in reports, as well as the "served" metric that they can use to adjust pricing and their businesses, Ad Week reported. These will be rolled out this quarter, the publisher claims.