Online video advertising – changing the narrative from viewability to engagement
Since the Media Rating Council (MRC) gave the green light for buyers and sellers to transact on viewable video ads earlier this summer, there’s been an unavoidable hype in the industry around this new form of measurement. The MRC and IAB defined Viewability as an online video ad which is 50 percent visible on a user’s screen for at least two continuous seconds. But this neglects to measure the real benefits of digital video advertising.
Published on Fourth Source