AdExchanger's Allison Schiff reports on the growing pains of mobile viewability and the effort to develop a standard. She notes that the Media Ratings Council (MRC) is planning to circulate a
document for public comment in the next few weeks as vendors continue to experiment with various tactics. A quote from Joe Barone, GroupM’s managing partner of digital ad ops and a member of the
MRC’s Digital Committee: "There’s a tremendous amount of work that goes into technical integration – and in any case, you’re never going to get two measurements that are
exactly the same.”
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