Are mobile ads actually getting seen?

Having addressed marketers’ concerns about desktop viewability (ads that are actually seen by consumers) in 2014, the Media Rating Council is now in the hot seat to provide guidance on mobile advertising.
In May, the MRC made its first statement on mobile viewability, saying that smartphone-size ads need to be measured differently than desktop ads. Five months later, however, marketers are still waiting for an industry standard for chargeable impressions to buy ads against, even with the MRC’s promise to address the issue by the end of the year.
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