MRC Releases Updated IAB Digital Video Ad Guidelines

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June 29, 2018 - Alex Weprin of Mediapost writes: The Media Rating Council has released an updated version of the IAB Digital Video Ad Impression Measurement Guidelines, which it authored with the IAB Tech Lab’s Modernizing Measurement Task Force.

A draft of the Guidelines was initially circulated late last year. The updated guidelines reflect input from the public comment period that followed that release.

In particular, the revised guidelines address ads that appear in over-the-top video environments. “Among the OTT-related concerns called out in these Guidelines are issues around measurement latency, continuous play measurement and reporting, ‘TV Off’ measurement considerations, and OTT-specific inactivity rules and Invalid Traffic considerations,” per the MRC.

The MRC is giving accredited measurement services a one-year grace period to comply with the new guidelines. After a year, all services will need to be compliant in order to be accredited. More...