• by Ben Frederick  @mp_benfred, October 7, 2015

Opera Mediaworks, a mobile ad platform for brands and subsidiary of Opera Software, announced that Moat Analytics, a product of SaaS analytics company Moat, has been integrated into their HD mobile video ad software development kit.

This allows advertisers to make transactions on viewable in-app video impressions.

Moat is the first company to be accredited by the Media Rating Council (MRC) for its measurement of viewable ad impressions in both online display and video.

Within the last year, viewability standards have begun to be a feasible practice, given the limitations of technology. Google recently announced it was pursuing 100% viewable ads in the wake of the recent surge of ad-blockers.

Industry standards have not yet been set for mobile, though the MRC did release interim guidelines in May. The guidelines largely follow the same outline as desktop viewability standards, but include mobile Web and in-app, as well as a category between “viewable” and “not” called a “loaded ad.”

Loaded ads happen when both the time and pixel requirements are more than zero, but one or both don't meet the desktop minimums.

Mobile guidelines are expected by Q4 of this year.

It was barely a year ago that the MRC said the achievement of 100% viewability is “unreasonable” for the time being—including 2015 in that statement. Some have even criticized the standard of viewability itself, saying that the industry needs to move to a point where the impression itself is inherently viewable.