IAB commits to establishing a viewability standard within four months in Southeast Asia
IAB Singapore has conducted the first round of its viewability standard commitment, and has agreed on the MRC (Media Rating Council) standard of 50 per cent pixels and view at 1 second, which will be tested by a third-party such as Moat and/or ComScore.
There is currently no standard in Southeast Asia, whereas the US and the UK have set standards. The IAB has brought together a committee to develop the standard and a white paper in Singapore, working across four phases and completing within four months.
The first stage has established an agreement on principles, values and definitions but the next steps will require testing, which the IAB says is essential to ensure transparency in the market and to understand that the ads are truly being seen by humans.
The group that are working on the standard includes major publishers and media agencies, including Google, LinkedIn, Facebook, MediaCorp, MEC, SPH, PubMatic, Xaxis and Starcom. It is being moderated by IAB Singapore CEO Miranda Dimopoulos at an event led by comScore senior VP, Joe Nguyen.
The members are now committed to meeting once a month until completion of the white paper in order to make sure the result is reflective of the industry.