Millennial Media advances mobile ad viewability standards

Dive Brief:

Ad network Millennial Media is expanding on the Media Ratings Council's viewability guidelines to offer a higher standard of mobile ad guarantees.
Millennial Media is guaranteeing that 100% of a mobile ads are viewable for one second—compared with the MRC's temporary mobile guidelines of 50% of the ad in view.
Executives from Starcom MediaVest, MEC, Initiative, IPG Mediabrands, Camelot Comms and Telefonica UK have all signed on to use Millennial's new measurement tool.

Dive Insight:

Viewability standards are constantly evolving as the industry tries to understand what is realistic and valuable. The Media Ratings Council has successfully set a basic standard, but the industry is looking to firms to continue the process.

Adweek reports Millennial Media will work with the Media Ratings Council, the Interactive Advertising Bureau, the 4A's and the 4Ms—a mobile group within the Association of National Advertisers—to delve deeper into mobile viewability standards.