MRC Finds All But Two Digital Ad Measurers Now 'BTR' Compliant: Google, Nielsen Still Not Rendering

A year-and-a-half after the advertising and mobile media industry moved to a new, higher standard for crediting when a mobile ad “renders,” two of the biggest companies measuring the delivery of digital audience impressions -- Google and Nielsen -- still aren’t on board.

In a status update published this week, the Media Rating Council said 16 digital audience measurement services are now compliant with the industry’s so-called “begin to render” (BTR) standard, but Google and Nielsen still are not.

The “BTR” standard was developed by the MRC with the Interactive Advertising Bureau and the Mobile Marketing Association to provide a more valid measure of a mobile ad exposure than ads being served, and established a “grace period” and provided several extensions in order for digital audience measurement services to comply.

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An MRC spokesperson said the council is continuing to work with Google and Nielsen and will continue to list them as being “in process” as “as long as steady process is being made.”

He added that the non-compliance status only applies to “display ad counting,” because “video counting has always been based on a method that requires measurement on begin to render.”

2 comments about "MRC Finds All But Two Digital Ad Measurers Now 'BTR' Compliant: Google, Nielsen Still Not Rendering".
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  1. John Grono from GAP Research, June 21, 2019 at 8:37 p.m.

    Here in Australia, Nielsen is the endorsed measurement.

    Nielsen has three settings.   0-seconds (BTR). 2-seconds (IAB endorsed), and 30-seconds (a comparative to TV and for long-form content).

    We have switched the interfaces to 2-seconds as the default, 30-seconds is an interface option and that 0-seconds no longer appears (though the IAB Measurement Council can see the data for research analytical purposes).   I can see a time once 2-seconds is embedded that 0-seconds will disappear completely.

  2. John Grono from GAP Research, June 21, 2019 at 8:41 p.m.

    Just to clarify my previous post.

    My comments relate to DCR (Digital Content Ratings).

    Once 0-seconds is resolved for DAR (Digital Ad Ratings) 0-seconds will disappear from both DCR (publisher) and DAR (advertiser).

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