spider.io becomes the first MRC-accredited company that can measure the viewability of individual display ad impressions across all major desktop browsers in any iframe environment.
London, UK – (29 May, 2013) spider.io announces today that its viewable impression measurement service has been accredited by the Media Rating Council (MRC). spider.io is the first service to be accredited by the MRC for viewable impression measurement that can measure the viewability of individual display ad impressions across all major desktop browsers in any iframe environment—no matter how many nested unfriendly iframes. This is important because most display ad impressions are served in unfriendly iframes.
MRC accreditation certifies that spider.io’s processes and procedures for measuring viewable impressions adhere to the MRC’s Minimum Standards for Ratings Research and to applicable industry-accepted measurement guidelines.
spider.io becomes the first company to be accredited by the MRC that has the ability to measure the viewability of ad impressions in unfriendly iframes across Chrome and Safari web browsers, http://bit.ly/XpyRHL. Furthermore, spider.io can measure the viewability of ad impressions in unfriendly iframes across Internet Explorer without exploiting the security hole in Internet Explorer that reveals the position of the user’s mouse cursor anywhere on the screen, http://bit.ly/18nrEuT.
This is a notable step forward for the industry. spider.io’s MRC-accredited viewability measurement service enables:
- any display ad exchange or ad network to sell viewable impressions across their entire desktop-browser ad inventory—for example, in the way that TripAdvisor now sells viewable impressions through a delayed ad call, http://bit.ly/12ALYZq;
- attribution models based on viewable impressions;
- viewable frequency capping;
- storyboarding display ad creatives across multiple viewable ad impressions.
The major desktop browsers are shown below (with “+” meaning “or later” versions). As an example of coverage, for the week ended April 8, 2013, 95.4% of observed impressions were from major desktop browsers, and spider.io provided full viewability classifications for 87.7% of display ad impressions served to major desktop browsers. A full classification for an individual display ad impression includes metrics like: the time taken until the ad first comes into view; the longest continuous time the ad is in view; and the cumulative time the ad is in view. Typically three times will be provided for each of these three metrics. The first time for each metric is for at least one pixel of the ad. The second time for each metric is for at least 50% of the ad. The third time for each metric is for the whole ad.
“We are delighted to announce our first MRC accreditation step,” said Dr Douglas de Jager, CEO of spider.io. “This is an important milestone for us toward our goal of bringing transparency to all forms of online display advertising.”
“We congratulate spider.io for earning the distinction of MRC accreditation. This validation of spider.io’s approach, and its ability to determine the viewability of display ads even in challenging cross-domain iframe environments, represents an important step in viewable impression measurement.” – George W. Ivie, Executive Director and CEO, Media Rating Council
“The ability to measure the viewability of each ad impression is a core issue facing everyone in digital media today. Adconion Direct is committed to providing best-in-class digital media solutions to advertisers and agencies and, with MRC accreditation now in place, we are delighted to be working with spider.io as global partner for viewable impressions measurement.” – Jennifer Witt, Senior Director of Business Analysis at Adconion Media Group
“A fundamental measurement for a quality ad placement is that the respective ad impression can actually be seen. Legolas Media conducted an extensive test into the accuracy and comprehensiveness of the viewability measurement services available in the market, and MRC accreditation provides important confirmation of our findings. We are pleased to announce that spider.io is a preferred partner for viewability forecasting and measurement on the Legolas Platform.” – Yiftah Frechter, Co-founder and CTO at Legolas Media
“We congratulate spider.io on the important milestone of MRC accreditation and we look forward to working closely with them to bring real value to display advertisers. Today we are announcing that we have chosen spider.io as the preferred viewability provider for our proprietary dashboard (Bright).” – Stefan Theunissen, Team Lead Business Development, Bannerconnect
spider.io is the only company that measures whether individual display ad impressions have been legitimately viewed by a human audience. spider.io has been leading the fight against fraudulent and illegitimate manipulation of audience metrics across display advertising—through botnets, ad hiding and clickjacking. spider.io is the only company to have been granted accreditation by the Media Rating Council that measures the viewability of individual display ad impressions across all major desktop browsers in any iframe environment.
About the Media Rating Council (MRC)
The Media Rating Council is a non-profit industry association established in 1964 comprised of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC’s Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 85 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.
Douglas de Jager
CEO of spider.io
+44 207 1125204