As some may or may not have heard the Media Ratings Council (MRC) recently announced that it has rejected Google’s mobile ad render measurement practices. The IAB and MMA agreed with the decision, and this is one of those rare moments when all three industry bodies can come together unanimously and agree on the topic of mobile measurement. Google have been looked to as the de facto Internet and created magnificent products and tools for consumers, and all of us in the media industry, but they have been a bit slow to respond to updated measurement practices in some areas.
To refresh, the measurement of Ad Render is to understand when an ad loads its last pixel meaning that it has been fully loaded. As I have mentioned, it is important because we still live in a time of suspect connectivity and nefarious long tail programmatic traffic. The two combined with ad weights are a recipe for poor ad render sometimes as high as 50%. Pure and simple, its waste.
So what is being rejected? It’s called “Count on decision”. What that means is that as soon as DFP has decided that an ad has begun to load it is marked as rendered. This is a dated approach to ad serving in general and now with new standards trying to be enforced around viewability, render and other metrics, it’s time to change. The MRC alerted their accredited vendors of a grace period to adopt the new standards, and as of September 9th 2016 Google has not been able to update DFP/DCM to meet the updated MRC standards, so they are no longer accredited for mobile render.
To be completely clear I want to cite that per the MRC, “the current accredited statuses for DFP’s desktop served ad impressions and DFP Active View desktop Viewable Impression counts remain in place”. Secondarily as it pertains to video, “the recent accreditation of Google DCM’s Active View Digital Video Viewable Impression measurements is unaffected as well”.
DFP/DCM is so ingrained in the current digital and mobile stack that we can’t simply just turn them off overnight and thus we are eagerly awaiting Google updating their products and regaining their MRC accreditation.
Due to this event, what we need to do as mobile marketers is to ensure we are leveraging true mobile first ad tech for measurement. As leaders in the space, Google will no doubt update their products soon, and we can provide better conversion tracking through DFP/DCM. Partners like Ansible help our media partners understand the industry trends and limitations with technology, and provide a better sense of reality and performance for our clients, which in turn is finally helping clarify the value and place of mobile as a marketing channel.
Google’s next chance to have their accreditation will be later this year during the DFP audit review.
By Benjamin Bring – VP, Media Director