Speaking at the ISBA Annual Conference today, Director General Phil Smith announced that ISBA was adopting a new viewability standard calling for advertisers to be given the facility to buy digital display at 100% in view. The current Media Rating Council (MRC) guideline is 50% in view.
ISBA recognises that different advertisers have different needs and that every advertiser should be able to buy at whatever viewability threshold(s) delivers against their business objectives including below 100%.
The longer-term aim is for there to be a market where brands are able to buy their advertising delivered as designed i.e. 100% in-view for full duration.
Read more on the ISBA website: http://www.isba.org.uk/news/isba-announce-new-digital-viewability-standard/