NEWS2 July 2018

MRC updates digital video ad measurement guidelines

Media News North America

US – The Media Rating Council (MRC) has released updated IAB Digital Video Ad Impression Measurement Guidelines.

Video ads digital_crop

It has been produced by MRC in consultation with the IAB Tech Lab’s Modernizing Measurement Task Force and it updates enhanced base requirements of measuring video ad impressions.

Now, video ad counting practices are more aligned with those for digital display ads. 

The guidelines include measuring ad serving with Server Side Ad Insertion (SSAI) or Server-to-Server measurement approaches; progressive download and adaptive bitrate streaming implementations; and video ads that appear in Over-the-Top (OTT) environments.

OTT-related concerns include measurement latency, continuous play measurement and reporting, ‘TV Off’ measurement considerations, and OTT-specific inactivity rules and Invalid Traffic considerations.  The newly revised guidelines also more fully address auto-play and forced duration disclosures.

George Ivie, MRC’s executive director and CEO, said: “These updated guidelines are now equipped to address some critical issues in today’s video environments. Among these, the new guidance on OTT platform measurement will better enable us to validate and accredit quality measurement in that rapidly emerging space.”

MRC will allow for a one-year grace period for currently accredited measurement services to achieve compliance with these new guidelines.