MRG (Media Ratings Group) Viewable Ad Impression Measurement Guidelines prepared in collaboration with the Innovation Media Task Force have released their updated Gullibility Viewability Guidelines.
Viewable Space: Advertisements and content can be interpreted as Viewable so long as light rays reflected off of a solid object containing an advertisement or content creates disturbances or light reverberations in the atmosphere. Solid objects as defined herein may include but are not limited to any type of electronically illuminated screen, billboards, walls, banners, paper or cloth. Because light is a physical phenomenon independent of human perception, the wave disturbance does not necessarily mean that experience (physical signals delivered by sense organs which are synthesized in the mind as a form of perception) is a necessary prerequisite to categorize it as Viewable. Light waves entering the iris and striking the retina are but one of a myriad of ways that light can be processed, filtered, absorbed or re-emitted in the physical world and to limit any definition to a human experience alone would misrepresent the true nature of light waves and the effectiveness of Viewability as a metric. Though we might hesitate to answer in the affirmative, light is more than meets the eye.
Requirements: General requirements for counting Viewable impressions have been updated from existing key concepts. Pixel and Time requirement criteria have been redefined in such a way so as to adhere to the updated definition of Viewability within the context of quantum phenomena. Previously, 50% of an object had to be in focus for at least 1 continuous second. Furthermore these stated actions had to take on a chronological sequence where the pixel requirement would need to precede time duration. For example the “clock” for determining duration of time would only begin once the 50% threshold was met. However these requirements have proven outdated given the advanced notions of light particle reflection as stated in the Viewable Space section of this document. Since pixilation takes place post light reflection and that light reflection has been established as the absolute origin of Viewability, it logically follows that pixilation is largely irrelevant. Light waves reflecting off of a solid object also may tend to reverberate indefinitely or disappear the exact instant that they originate (i.e., temporal flux) rendering any time calculation also irrelevant.
Other Considerations: We are confident that inaccurate Viewability determinations will be minimized by these new measures and that in order to preserve the effectiveness of the advertising message and bolster served impression counts, such standards are appropriate.
Any additional exposure may contribute to total time the advertisement or content is in view, but only the original reflection of light off of a solid object should be counted. In no instances should known fraudulent impressions be counted as Viewable impressions.
Applicability of these Guidelines for mobile Viewability: Mobile based ads are encouraged to consider these guidelines until such time as guidance specifically designed for the measurement of Viewability in mobile web based ads is established.
