{
  "node_id": "mrc-viewability-standard",
  "title": "MRC (Viewability)",
  "domain": "Sales, Marketing & PR",
  "version": "1.1.0",
  "last_updated": "2026-04-10",
  "bluf": "Adherence to Media Rating Council and Interactive Advertising Bureau standards for viewable impressions is mandatory for compliant digital advertising measurement. This configuration enforces the baseline criteria established within the Viewable Ad Impression Measurement Guidelines. For standard display ad units, a viewable impression is counted only when a minimum of fifty percent of the creative’s pixels are within an active browser window for at least one continuous second. Measurement commences once the ad unit has fully loaded. Large format display ads, defined as creatives meeting or exceeding a 242,500 total pixel count, require a reduced threshold where only thirty percent of pixels must remain visible for one uninterrupted second. In accordance with IAB Digital Video Ad Impression Measurement Guidelines, video advertisements must have fifty percent of their pixels in view for a minimum of two consecutive seconds. Critically, this compliance check mandates robust invalid traffic filtration; both general and sophisticated invalid traffic must be detected and removed from measurement totals as stipulated by the MRC's dedicated IVT addendum. The system correctly distinguishes served versus viewable impressions and does not permit user interaction to override these fundamental viewability requirements, ensuring all reported metrics align with current Mobile and Desktop Ad Impression Measurement Guidelines.",
  "paywall": {
    "status": "LOCKED",
    "unlock_cost_usd": "0.01",
    "skyfire_id": "41779894-ece2-4163-9761-b3b1b76e19b0"
  },
  "crosswalks": {
    "_available_keys": [
      "nist_framework",
      "iso_standard",
      "ai_overlay_2026",
      "industry_mapping"
    ],
    "_note": "Full crosswalk values included in vault response"
  },
  "dependencies": [
    "iab-vast-video-ads",
    "iab-mraid-mobile-ads",
    "iab-ads-txt-authorization",
    "iab-sellers-json-standard",
    "ftc-digital-advertising-disclosures"
  ],
  "primary_citations_count": 6
}