Amazon announced this week that it is now using the Media Rating Council (MRC) standard ) for visibility when it reports post-view conversions.
] Why You Should Care
Under the MRC standard an advertisement print is considered visible when at least 50% of the pixels are visible for at least one second. Only impressions that are visible on the basis of this standard are eligible for post-view conversion credits.
Up until this update, advertisers had the option of choosing to show ads only when an impression was visible, but the conversion assignment was not available. not based on. the visibility. Post-view conversions were reported based on the impressions generated, with a 14-day attribution window.
This change implies that Amazon's post-view conversions are now based only on ad impressions that are likely to be released. seen by the users who converted.
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"As advertisers continue to adopt the MRC standard, this change will allow for a direct evaluation of campaign results," announced the company in the announcement. . The report to Amazon is effective as of January 1st.
Hat / Point: Bryant Garvin
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Ginny Marvin is The Editor Chief of Third Door Media, who manages the daily editorial operations of all our publications. Ginny writes on paid online marketing topics including paid search, social networking, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both internal and agency management. It can be found on Twitter under the name @ginnymarvin.