ISBA, the body representing UK advertisers, has announced it is adopting a new viewability standard that will double the current industry threshold. At its annual conference on Tuesday (6 March), the body’s director general, Phil Smith, called for advertisers to be given the option to buy digital display at “100% in view”, as opposed to the current Media Rating Council (MRC) guideline of just 50%. ISBA said it recognises that different advertisers have different needs and that every advertiser should be able to buy at whatever viewability thresholds deliver against their business objectives, including below 100%.
However, the longer-term aim is for there to be a market where brands are able to buy their advertising “delivered as designed” – meaning 100% in-view.
Read the Original Article: mediatel.co.uk
