MRC has required Innovid to collect certain information from publishers to ensure that we are compliant with their digital video impression measurement guidelines.
MRC Certification requires certification testing for partners that run Innovid Video tags, and that we renew this certification yearly.
MRC compliant certification allows Innovid to generate new video reporting metrics for certified partners.
Please at minimum confirm that the video start event fires when the first frame of the video renders. The MRC requires that an impression only counts if it fires off (1) after buffer and (2) when the video begins to render on the client device.
Once MRC recertification completes, we ask that you reach out to certifications@innovid.com if there are any notable changes in your platform throughout the year that impact video ad serving.
More information about the MRC’s video measurement guidelines can be found here: https://mediaratingcouncil.org/sites/default/files/Standards/Digital%20Video%20Served%20[…]20Measurement%20Guidelines%20%28MMTF%20June%202018%29.pdf
Thank you for your cooperation and please let us know if you have any questions.
Purchased/Acquired Traffic
In the MRC's latest Invalid Traffic Standards (link below), measurement vendors are expected to collect and report on publishers' traffic sources, and specifically whether any traffic is paid or acquired. We encourage publishers to support an MRC industry standard for communicating traffic sources.
More information on MRC's Invalid Traffic Standards can be found here: https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.pdf
Autoplay
Innovid and MRC also strongly encourage (but do not require) passing the following values through this macro: continuousplay and clicktoplay.
An example method for passing these values could be the [PLAYERCAPABILITIES] macro as detailed in VAST 4.x spec. (Note: the IAB does not currently include continuousplay and clicktoplay in this macro definition.)
Auto-Refresh
"Auto-Refresh" is a general term for ad technology that initiates a new request for an ad impression to be served without the requirement of a new page load. An Auto-Refresh impression might occur in the context of say a live-updating stock-ticker or sports scoreboard, or it could be triggered by time, some kind of user-interaction/activity, or through other programming.
Innovid and MRC strongly encourage publishers utilize the auto-refresh parameter refreshedAd to allow Innovid to collect and report situations of auto-refresh. An integer in the parameter indicates the number of times the ad was refreshed. If this applies to you please contact us to discuss implementation.
Inactivity
Innovid and MRC strongly encourage passing values through VAST [TIMESINCEINTERACTION] macro to detect situations of inactivity.
Ad Placement Position: Pre-roll/ Mid-roll/ Post-roll
Innovid and MRC strongly encourage publishers to report video metrics from different ad placements (i.e., pre-roll, mid-roll, post-roll or other publisher-established parameters), If this applies to you please contact us to discuss implementation.