Google To Regain MRC Accreditation For DoubleClick For Publishers Mobile Impressions

A filing from the Media Rating Council (MRC) describes the accreditation suspension status of Google DoubleClick for Publishers (DFP) “mobile Web served Impressions and DFP Active View desktop viewability related statistics.” The suspension status occurred in September, but the accreditation was revoked in July, according to the MRC, which notes in the report that it expects to reinstate Google’s accreditation status once DoubleClick becomes compliant again. The suspension is specific to DoubleClick for Publishers and specific metrics tied to mobile impressions within the platform, the methodology for how Google accounts for mobile ad impressions. In April 2016, the MRC, Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) announced new guidelines on how companies should measure and account for mobile Web and mobile app ad impressions. It changed the methodology for mobile metrics to “served” rather than “rendered.” The slight alteration sent change in motion. It required Google to rebuild…
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Source: Mobile Marketing Daily