Google gets Media Rating Council accreditation

Active View detects viewable display ad impressions, as defined by the Making Measurement Make Sense ( 3MS) proposed standard of being “at least 50% viewable for a minimum of one second”, and is available on Double Click for Advertisers, DoubleClick for Publisher and the Google Display Network.

Google detects viewability via a javascript tag that captures the cumulative time an ad has been viewed and advertisers are able to buy viewable impressions on the Google Display Network Reserve and guarantee on-screen impressions with their target audience.

George Ivie, CEO and executive director at the MRC said: “We are very pleased that Google has achieved accreditation for its Active View product. Viewable impressions are an important foundational improvement in digital measurement and an important step towards comparability with other electronic media.”

Google’s MRC accreditation currently applies to the Google Display Network and DoubleClick for Advertisers.