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WHEN GROUPM and Unilever announced last year that they want digital-ad viewability standards tougher than those established by the broader industry, one argument against their demands was that no one was accredited by the nation's media-measurement arbiter to use the stricter rules. Now, that problem appears largely to be solved (though the question of what the standard should be remains).
Media Rating Council CEO George Ivie said the group has accredited a few companies--including Moat and others he declined to name--to measure viewability under rules stricter than the ones it set for online video and display ads last...