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MediaDailyNewsMRC Proposes 100% Viewable Cross-Media Ad Standard, Defers Duration Weighting Until 2021

In a move that is expected to make it easier for advertisers, agencies and their suppliers to measure, account for and compare video ads distributed across platforms from TV to smartphones, the Media Rating Council today released a draft of its cross-media audience measurement standards. The draft, which will be open for public comment for 60 days before becoming finalized, punts an important and ...