MRC Weighs In On Mobile 'Viewability,' Adds 'Loaded Ad' Criterion

The ad industry's media ratings watchdog, the Media Rating Council, has issued its first ever guidance for a "mobile viewable" ad impression, maintaining similar guidance for online display and video ads, but adding a new criterion that the mobile ad actually loaded. The MRC described new criterion as "interim guidance," but said the new "loaded ad" metric requires the "measurement of both pixels and ...


'Traditional' Upfront Season Gives Way To Anything-Goes 'Content' Bazaar

When the upfront presentations finally conclude on May 14, they will have been going on for 13 weeks. They have taken many forms, ranging from big multimedia presentations staged in cavernous auditoriums to much-smaller presentations staged ...

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Online Spin
Mind The Gap: Agencies Are From Venus, Clients Are From Mars

Following on from the gap we identified last week between brand marketing and the sales/trade/shopper marketing teams, the ANA has delivered a different gap analysis in a new report called "Enhancing Client/Agency Relations 2015." Before we ...

Programmatic Mobile Video Getting Its Legs

Marketers are in the process of learning and perfecting mobile advertising, video advertising, and the art of using programmatic technologies -- all independent of one another. But there is also overlap between the three -- i.e., ...

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