HP: "Just enough" not enough in digital metrics
Even as digital marketers and publishers have embraced the Media Rating Council's (MRC) minimum viewability standards for online advertising - display ads: 50% of pixels in view for at least one second; video: 50% viewable for a minimum of two continuous seconds; emerging formats: 30% viewable for a minimum of one continuous second - one brand steward believes there's a need for more rigor to ensure messages actually reach consumers.
"Our industry is still primarily impression-based," John Marshall, HP's Manager/Media and Advertising Technology, told the Association of National Advertisers'...