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The proposal is part of the council’s cross-media audience measurement standards.

The Media Rating Council’s (MRC) new draft standards will be open for 60 days to allow public comment before they are finalised.  Irrespective of the platform a video ad is distributed on, the draft has proposed that 100% of the pixels need to be in view to be credited as viewable.

As of now, both digital video and static digital ads only require 50% or more pixels to be in view. Another metric in the draft, duration weighted impressions, has been deferred until 2021 to allow the industry time to adjust. The draft also proposes 30 seconds to be the “denominator” for this metric come 2021.   

Commenting on the new standards in video ad duration in particular, George Ivie, MRC’s president and executive director pointed out that MRC will keep a track of how the market evolves until 2021 which leaves room for a possible change in denominator in the future.

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