1st EU measurement co accredited by MRC to tackle ad viewability for display & video

Meetrics accredited by MRC for ad viewability across display and video @Meetrics 

Meetrics, a company that maximizes the viewability of online ads, has been granted accreditation by the U.S.- based Media Rating Council (MRC) for its Viewable Ad Impression measurement in its Ad Attention Monitor product, for both display and video ads.

This represents the first time the MRC has accredited a European viewability product for both display and video ad viewability measurements.

“In the programmatic era, ad viewability has become a major issue - our data has shown that around 40-60% of programmatic ads served are never visible, thus, wasting a significant proportion of ad spend,” said Philipp von Hilgers, Meetrics’ Managing Director.

“Advertisers are demanding more accountability and the MRC’s rigorous review process is testament to the high and innovative standard of ad quality management Meetrics has brought to the digital ad industry through Ad Attention Monitor.”

“We congratulate Meetrics for meeting the demanding standards required to achieve MRC accreditation for its Viewable Ad Impression measurement,” said George W. Ivie, MRC’s Executive Director and CEO. “As a result, digital advertising buyers and sellers can look to Meetrics as a trusted source of insight and accountability for their campaigns.”

Built upon on research conducted at MIT, Meetrics’ unique viewability technology combines page geometry and browser optimisation to capture the key properties of web pages and user’s activities on them. Using this vast database of user behavior patterns and URLs, Meetrics’ technology helps advertisers avoid wasting ad spend on sites with low ad viewability.

Hilgers concluded: “The MRC accreditation is a further step in meeting the fundamental expectation from advertisers that every ad they pay for should, at least, have the potential to be seen.”

About Meetrics GmbH Meetrics GmbH is a technology company providing solutions that validate and improve the quality and impact of branding campaigns and online editorial content for brand advertisers and premium publishers. Meetrics’ main solution is the Ad Attention Monitor, a platform which offers campaign insights on viewable impressions in real time and provides target audience analysis, brand safety measures and fraud detection. 
The Ad Attention Monitor is a trusted platform used by many leading buyers and sellers of online advertising in navigating the complex digital advertising industry eco-system. Clients include digital marketing businesses such as GroupM, OMD, Dentsu Aegis Network, Ebay, Yahoo!, and leading news portals such as Spiegel Online and The Telegraph. www.meetrics.com.

About The MRC
The Media Rating Council is a nonprofit industry association established in 1964 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. 

In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 100 research products are audited by the MRC. www.mediaratingcouncil.org