• Media Rating Council, Wednesday, November 20, 2013 1:15 PM

The Media Rating Council (MRC) said Wednesday that it will lift its Viewable Impression Advisory by the end of Q1 2014 in an effort to identify and remove obstacles required to use the metric. The organization intends to have the viewability measurement standard complete before next year. MRC said the remaining issue involves reconciling the viewability measurements of different vendors, so it plans to launch a reconciliation project to audit and accredit vendors. A little off the beaten path of search, but important nonetheless.

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