JICWEBS Updates Viewability Metrics Guidelines

By David Murphy

Mobile ad Telegraph May 2015

A mobile ad in the wild – but will anyone see it?

The UK’s Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading – is updating its recommended guidelines for products that aim to measure the viewability of online ads.

The Principles for Viewability Products guidelines, initially produced in January 2014 to help advertisers and their agencies assess which companies to use to measure online ad viewability, is being replaced by an updated version, reflecting how the viewability issue has changed over the last 18 months.

“It’s important the industry doesn’t stand still when it comes to tackling the big issues affecting online advertising,” said JICWEBS’ chairman Richard Foan. “This update builds on the good work implemented last year around ad viewability and is a further step in the right direction around bringing greater transparency and trust to digital advertising.”

The updated principles take into account learnings from the Media Ratings Council (MRC) an, the IAB in the US, as well as participants in the UK-focused cross-industry group that fed into JICWEBS. Key changes include greater transparency around methods to further reduce discrepancies between suppliers. It is anticipated JICWEBS will …read more

Source:: Mobile App News