Yandex has passed display advertising certification for compliance with the international standards of the Media Rating Council.
From July 13, all banner advertising with purchases using the auction model will be switched to the new standard, and a separate section with visible impressions according to the MRC standard will appear in Yandex Direct statistics.
The update is relevant for the auction purchase of all Yandex Direct banners with payment per thousand impressions (these are banners in media campaigns and media banners on the main page).
MRC standards require at least 50% of the banner area to be in the user’s range of sight for one second continuously.
Along with the transition to a new accounting standard in Yandex Direct statistics, new sections will appear that will help to analyze advertising impressions in more detail:
Impressions – the total number of impressions that will be counted, including all visible and all unspecified.
Visible impressions are displays of display advertising, counted according to MRC standards.
Invisible impressions are impressions that do not meet the MRC standards (they do not count).
Unspecified impressions are impressions for which it is technically impossible to measure visibility by MRC criteria.
Certification for video advertising is also passed and already takes into account impressions according to MRC standards. For video advertising on Yandex, there are additional requirements for a minimum player size.