• by Tyler Loechner  @mp_tyler, January 15, 2015

Meetrics, a media measurement firm headquartered in Berlin, Germany, on Thursday announced it has received Media Rating Council (MRC) accreditation for its viewability product for both display and video advertising.

“In the programmatic era, ad viewability has become a major issue -- our data has shown that around 40-60% of programmatic ads served are never visible, thus, wasting a significant proportion of ad spend,” stated Philipp von Hilgers, Meetrics’ managing director. “Advertisers are demanding more accountability.”

In fact, viewability was the chief concern among marketers heading into 2015, easily beating out ad fraud.