{"page":"/blog/viewability-attention-brand-safety","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Metric","Standard body and document","What it counts","Who measures","MRC accreditation status (9 Nov 2026)","Typical use"],"rows":[["Display viewability","MRC and IAB, Viewable Ad Impression Measurement Guidelines v2.0 (18 Aug 2015); mobile guidelines (28 Jun 2016)","50% or more of pixels in view for one continuous second; 30% for ads of 242,500 pixels or more","Verification vendors, ad servers, DSPs, platforms","Accredited services include Adform, Adloox, DoubleVerify, Google Ad Manager, HUMAN, IAS, Pixalate, Protected Media and Snap (MRC)","vCPM buying, viewability floors in deals, supply optimisation"],["Video viewability","Same documents (MRC, 2015)","50% of the ad's pixels in view while two continuous seconds play","Same","DoubleVerify and IAS accreditation covers CTV only for certified apps or traffic (MRC)","Video and CTV guarantees"],["Measured rate","MRC, same guidelines (2015)","Share of rendered impressions whose viewable status could be determined","Same","Reported alongside accredited viewability","Judging how much of a viewability rate to trust"],["Out-of-home viewable impression (OTS)","MRC Out-of-Home Measurement Standards (Dec 2025)","100% of the ad on screen for one second (static) or two continuous seconds (video), with a person in the exposure zone","OOH audience measurers","No accredited out-of-home services listed (MRC)","Digital out-of-home audience estimates"],["Attention","IAB and MRC Attention Measurement Guidelines v1.0 (Nov 2025)","Whether a person saw or heard the ad, and how deeply","Adelaide, Lumen, IAS, DoubleVerify, XPLN and others","DoubleVerify accredited for desktop, mobile web and in-app; Adelaide pre-audit reviewed 5/2026; XPLN audit reviewed 8/2026 (MRC)","Planning, pre-bid segments, media quality guarantees"],["Brand safety, property level","IAB and MRC Guidelines for the Conduct of Ad Verification (Feb 2012) (MRC list)","Whether a site or app as a whole fits the advertiser's rules","DoubleVerify, IAS, Protected Media","Accredited: DoubleVerify (desktop, mobile web, in-app, CTV), IAS (desktop, mobile web), Protected Media (desktop, mobile web) (MRC)","Block lists, avoidance categories"],["Brand safety and suitability, content level","MRC supplement on content-level context and brand safety (Sep 2018)","Whether the specific video, post or article beside the ad fits","Platforms and specialist vendors","Accredited: Google YouTube Brand Safety, Zefr for YouTube; IAS YouTube audit in process since 4/2023 (MRC)","Social and user-generated video"],["Invalid traffic (IVT)","MRC IVT Guidelines, updated June 2020 and April 2024 (MRC list)","Impressions not from a real person who could see the ad","Verification and fraud vendors","Six third-party vendors accredited for SIVT (see ad fraud detection tools)","Filtering, refunds; a precondition for the rows above"]],"sourceUrls":[["https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf","https://mediaratingcouncil.org/sites/default/files/Standards/062816%20Mobile%20Viewable%20Guidelines%20Final.pdf","https://mediaratingcouncil.org/accreditation/digital"],["https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf","https://mediaratingcouncil.org/accreditation/digital"],["https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf"],["https://mediaratingcouncil.org/sites/default/files/Standards/MRC%20OOH%20Standards%20Combined_FINAL.pdf","https://mediaratingcouncil.org/accreditation/out-of-home"],["https://mediaratingcouncil.org/sites/default/files/Standards/IAB_MRC_Attention_Measurement_Guidelines_November_2025.pdf","https://mediaratingcouncil.org/accreditation/services-under-review/digital"],["https://www.mediaratingcouncil.org/standards-and-guidelines","https://mediaratingcouncil.org/accreditation/digital"],["https://mediaratingcouncil.org/sites/default/files/Standards/MRC%20Ad%20Verification%20Supplement-%20Enhanced%20Content%20Level%20Context%20and%20Brand%20Safety%20%28Final%29.pdf","https://mediaratingcouncil.org/accreditation/services-under-review/digital"],["https://www.mediaratingcouncil.org/standards-and-guidelines"]]}