The Media Rating Council had suspended Google accreditation for mobile advertising. Because of this, the company is working hard to create new ways for publishers to make their content viewable on mobile devices.
The MRC considers the viewability of online ads on both desktop and mobile devices in the same manner. Marketers are already charged even when only fifty percent of the ad is viewable. It takes one second to charge a regular graphic ad and two seconds for a video.
The online advertising watchdog had proposed a standard methodology for viewing ads online. When audited last month, Google’s methodology did not seem to meet that standard which led to its suspension. This is the reason Google had to make the necessary adjustments.
Another metric had been added to ad viewing measurement. From now on, you will see the metric called downloaded impression in your analytics reports. This can be useful for making adjustment to the pricing of your ads. A spokesperson had pointed out.
Google, however, makes it clear that DoubleClick and AdWords are not impaired with this change. They are still accredited by the MRC.
Before the change of standards done by the MRC in April, an ad view is counted even before the entire advertisement is loaded on the website. This had been the regulation of the Interactive Advertising Bureau. Today, it gets quite complicated. Publishers will need to make a request virtually to the ad server and wait for some time for a response. Views can only be counted once the ad had been downloaded on the page.
David Gunzerath, senior vice president and MRC associate director explains that they had suspended Google’s accreditation because of its non – compliance to the revised standard requirements. He assures revocation of such suspension as soon as Google addresses this non – compliance issue.
It is indeed a great challenge for Google as well as other online advertising companies to keep up with this change. Advertisers are getting stricter with their guidelines for measuring performance of digital ads. It might be difficult for publishers to adjust to these standards. Hence, Google is working hard to create new technologies and even hiring new personnel to help people embrace this change.