According to the MRC standard, what is the viewability requirement for display ads?

The viewability requirement for display ads, as outlined by the Media Ratings Council (MRC) standard, states that at least 50% of the ad's pixels must be in view for a minimum of one continuous second for it to be considered viewable. This benchmark is significant because it establishes a standard that helps ensure advertisers are investing in placements that actually have the potential to be seen by users.

The context behind this requirement is rooted in the need for accountability in digital advertising. By setting a clear threshold, advertisers can assess the effectiveness of their campaigns based on metrics that reflect real exposure to the ads, rather than simple impressions that may not necessarily entail actual visibility.

Other options reflect varying standards of viewability that are not aligned with MRC guidelines; for instance, 25% in-view is lower than the accepted minimum, while higher thresholds, such as 75% or 100% in-view with extended continuous timeframes, create an unrealistic expectation that may not often be achieved in standard advertising placements. Thus, the 50% in-view for one continuous second strikes a balance between practical measurability and ensuring sufficient visibility for the advertisement.