The guidelines form part of the updated Principles for Viewability Products, which was produced by a cross-industry group that feeds into JICWEBS, and also incorporated knowledge from the MRC And IAB in the US. 

The guidelines encompass four areas: reporting on percentage of area viewable and time; reporting viewable impressions, including special cases; disclosure of what is measured and measurement and asset render requirements. 

“Video spend is growing at over three times the rate of overall online spend, consequently, advertisers are becoming more focused in their demand for greater transparency in this area,” said JICWEBS’ chairman Richard Foan.

“This update helps their conversations with the sell-side and viewability vendors, to improve understanding of and trust in digital advertising.”