Amazon Adopts MRC Viewability Standard For Conversion Attribution

This week, Amazon announced that is now using the Media Rating Council’s (MRC) standard for viewability when reporting view-through conversions.

Under the MRC standard, an ad impression is considered viewable when at least 50 percent of the pixels are in-view for at least one second. Only impressions deemed viewable based on that standard are eligible for view-through conversion credits.

It wasn’t until this update that advertisers could opt to show ads only when an impression was viewable.  but conversion attribution wasn’t based on viewability.  Before the update, view-through conversions were reported based on impressions served, with an attribution window of 14 days.

With this change, the view-through conversions Amazon is now reporting are based only on ad impressions that had a change of being seen by the users that converted.

“With advertisers continuing to adopt the MRC standard, this change will enable straightforward evaluation of campaign results,” the company said in the announcement.

The change to Amazon reporting is effective January 1.

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