B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
50%
50% -- viewability standard for MRC (Media Rating Council) (2014)
In 2014, the MRC established a viewability standard requiring at least 50% of a display ad to be visible for at least one second.
- Applies to display ads (video ads have additional time requirements)
- Must be visible for at least one second
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2014
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
20
Independence
30
Methodology
45
Freshness
86
Source
Media Rating Council
Primary
Tier A
https://publishers.healthyads.com/glossary/mrc/ ↗
Source Article
MRC
What is MRC?
MRC or Media Rating Council is a US-based nonprofit organization that gives media research and advertising accreditations to ad platforms. Established in the 1960s, MRC’s main goal is securing audience measurement services that are reliable, valid and effective. Additionally, they have …
Original Research
Media Rating Council
· Original study ↗
Methodology
MRC standards for advertising metrics
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
MRC (Media Rating Council): 50% viewability standard. Source: Media Rating Council (2014). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mrc-viewability-standard
HTML Embed
<blockquote cite="https://lighthousedata.io/data/mrc-viewability-standard" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- viewability standard for MRC (Media Rating Council)<br><small>Source: Media Rating Council (2014) · <a href="https://lighthousedata.io/data/mrc-viewability-standard" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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