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Mobile Seen As Critical in Standards Setting

A Media Rating Council executive at the 2015 Mobile: IAB Marketplace discussed the organization’s goals for setting standards for mobile viewability, and the indication that mobile may overtake digital in the near future, which is a significant statement for marketers. During the “Mobile Measurement: Can Mobile Success Ever Really Be Measured?” session, the MRC executive, alongside Medialets’ chief operating officer, revealed that standardizing the technology may take a while, although it is currently the MRC’s top priority. Millions of impressions will need to be studied to accurately assess viewability for campaigns and fully understand how users interact with their mobile devices.

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