Google is reportedly rolling out new ad metrics for publishers following MRC suspension

DoubleClick

Google is reportedly rolling out new formats for publishers to measure mobile viewability with the addition of two new metrics to its DoubleClick for Publishers (DfP) platform.

Proposed updates include the addition of a new "downloaded impression" metric in reports, as well as the "served" metric that they can use to adjust pricing and their businesses, Ad Week reported. These will be rolled out this quarter, the publisher claims.

The metrics put greater value on an impression, as advertisers increasingly demand more transparency and more strict guidelines on the performance of their digital media investments with publishers, made worse by Facebook's admission that it had inflated video view measurements, meaning many media buyers were misled over engagement time.

Earlier this week two of Google's ad measurement metrics were suspended from the Media Rating Council (MRC) – the marketing industry’s ad measurement watchdog – for a "non-compliance" with the body’s requirements on counting ad impressions.

In reaction to the MRC's move, Google said it hoped to have the issue resolved "by the end of the year”, with the latest reported move an apparent significant step towards achieving this.

A Google spokesperson commented: "As the industry transitions to new metrics for how they count ads, we’re working closely with publisher partners to make sure they continue to thrive.

"We’re updating the methodology for our publisher ad server (D​oubleClick for Publishers​) to reflect the change, and are working towards renewed MRC accreditation for that methodology by the end of the year. We have dozens of admetrics with MRC accreditation, all of which remain current."

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