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每天當(dāng)我們打開淘寶，京東，步入超市，逛街或者逛展會(huì)，各種廣告鋪天蓋地而來(lái)。從原來(lái)的平面廣告，到多媒體廣告，到今天融合AR和VR技術(shù)的數(shù)字廣告，還有元宇宙虛擬世界，還有大模型加持的智能內(nèi)容生成.....未來(lái)，我們還能生活在真實(shí)的世界里面嗎？您確定看到的事物會(huì)是真實(shí)的嗎？媒體從一開始，就帶有偏見 - 誰(shuí)是我的金主，我為誰(shuí)服務(wù)！哪怕當(dāng)今最熱的政治選舉也好，支持和反對(duì)的聲音都源于后面的金主的支持。于商業(yè)，更是如此。如今在百度和谷歌，只要你出錢，公司和公司的產(chǎn)品就可以排名放到搜索頁(yè)面第一頁(yè)的頭部位置。而排在第一頁(yè)的搜索結(jié)果（公司的產(chǎn)品或服務(wù)），往往可能并不是最佳的。對(duì)于一些小企業(yè)或者個(gè)人，由于沒能給谷歌或者百度付費(fèi)，大概率永遠(yuǎn)沉默在互聯(lián)網(wǎng)的萬(wàn)里深淵，永無(wú)見天之日。這或許是媒體偏見最可惡的地方。當(dāng)然，今天，我們暫時(shí)不討論SEO和SEM的問題。
雖然博主對(duì)美國(guó)非贏利組織機(jī)構(gòu)的運(yùn)行和治理機(jī)制一直用心學(xué)習(xí)領(lǐng)悟，總覺得還有很多東西不是我想象的那么簡(jiǎn)單。
今天在我們嘗試討論媒體偏見從何而來(lái)之前，我們先學(xué)習(xí)一下美國(guó)媒體評(píng)級(jí)委員會(huì)（MRC）的歷史，使命和主要服務(wù)及服務(wù)原理。我做了一個(gè)思維導(dǎo)讀，供參考。
一、MRC的歷史和使命
話說(shuō)20世紀(jì)60年代，美國(guó)議會(huì)開始調(diào)查電視臺(tái)和收音機(jī)傳播的真實(shí)性和效率。為此美國(guó)要求媒體廣播和電視節(jié)目公司自己制定各種媒體標(biāo)準(zhǔn)，并在政府的監(jiān)督下進(jìn)行審查。在此之前，美國(guó)公眾了解媒體傳播評(píng)價(jià)大都是通過一家名叫Harris Committee Hearing 機(jī)構(gòu)關(guān)于廣播評(píng)級(jí)調(diào)查報(bào)告而了解情況的。想象一下美帝多壞啊，哈哈，從收音機(jī)就開始控制老百姓的耳朵和眼睛了，不得不佩服。
因?yàn)檎畢⑴c，很快就形成行業(yè)自治為主，增加了對(duì)媒體機(jī)構(gòu)的評(píng)估和認(rèn)證工作，一開始這個(gè)機(jī)構(gòu)叫做廣播評(píng)級(jí)委員會(huì)，這是今天MRC媒體評(píng)價(jià)委員會(huì)的前身，成立于1963年。
MRC的使命是要確保媒體行業(yè)和用戶們（投錢做廣告的業(yè)主）的量測(cè)工作有效、可靠和有效。推動(dòng)行業(yè)基本道德標(biāo)準(zhǔn)。通過對(duì)媒體行業(yè)機(jī)構(gòu)進(jìn)行稽核，評(píng)價(jià)他們的行為和產(chǎn)出是否符合行業(yè)自律性標(biāo)準(zhǔn)。當(dāng)然這些稽核是聘請(qǐng)獨(dú)立的第三方財(cái)務(wù)公司（CPA 公司）進(jìn)行的。稽核結(jié)果會(huì)告知媒體行業(yè)和用戶。
二、MRC采用會(huì)員制
MRC放開接受任何媒體機(jī)構(gòu)和其他機(jī)構(gòu)均可加入成為會(huì)員。到目前為止擁有170家會(huì)員，遍布于電視、廣播、優(yōu)先電視、印刷、互聯(lián)網(wǎng)和廣告代理公司。他們還和其他媒體組織有著你中有我，我中有你的關(guān)系。這些組織包括：
1. AAAA - the American Association of Advertising Agencies
2. ARF - the Advertising Research Foundation
3. ANA - the Association of National Advertisers
4. IAB - the Interactive Advertising Bureau
有些讀者會(huì)發(fā)現(xiàn)，在美國(guó)的NGO通常有以下幾個(gè)特點(diǎn)，MRC也不例外：
1. 通常會(huì)掛靠上一級(jí)機(jī)構(gòu)，有時(shí)候也會(huì)上至至國(guó)家權(quán)力機(jī)關(guān) （說(shuō)白了美國(guó)也有很多G-NGO）
2. 會(huì)聯(lián)合行業(yè)同行類似等級(jí)的機(jī)構(gòu)
3. 自己負(fù)責(zé)建立起技術(shù)委員會(huì)，建設(shè)標(biāo)準(zhǔn)，制定游戲規(guī)則（見下面標(biāo)準(zhǔn)部分）
4. 安排第三方（會(huì)計(jì)師事務(wù)所，律師或者其他獨(dú)立機(jī)構(gòu)）進(jìn)行稽核評(píng)審。評(píng)估合格，發(fā)放證書或授權(quán)使用某些特權(quán)或者加盟權(quán)
5. 對(duì)會(huì)員進(jìn)行能力建設(shè)，提供培訓(xùn)平臺(tái)和培訓(xùn)所需的技術(shù)資料，課程和師資
6. 實(shí)際上這些NGO并非非贏利機(jī)構(gòu)，而是實(shí)打?qū)嵉谋┝τ麢C(jī)構(gòu)，他們通過發(fā)證，培訓(xùn)，審核等管理工作長(zhǎng)期收取大量金錢。美國(guó)這種NGO，尤其是行業(yè)協(xié)會(huì)大佬美金的大有人才。
實(shí)行會(huì)員制有個(gè)常人經(jīng)常會(huì)忽視的的原則。那就是MRC只在內(nèi)部討論一些核心的原則問題，包括技術(shù)研發(fā)趨勢(shì)，他們不會(huì)和非會(huì)員分享并秉承一定的保密制度。尤其上文提到的第三方審計(jì)公司，他們?cè)趯徲?jì)的時(shí)候可能會(huì)發(fā)現(xiàn)會(huì)員違規(guī)不達(dá)標(biāo)的情況甚至是行業(yè)丑聞，第三方審計(jì)公司必須堅(jiān)守秘密，除非被審核機(jī)構(gòu)或者用戶主動(dòng)要求公開。最早擔(dān)任MR C的第三方審核機(jī)構(gòu)是一家名叫MMI的公司，MMI與MRC簽訂和保密協(xié)議。
MMI等第三方公司針對(duì)研究機(jī)構(gòu)包括媒體行業(yè)和用戶審計(jì)和深挖以下商業(yè)實(shí)踐：
1. 政策
2. 過程
3. 內(nèi)部控制
4. 質(zhì)量保證
5. 超越現(xiàn)有行業(yè)規(guī)范（標(biāo)準(zhǔn)的）行為
當(dāng)然，所有這些調(diào)查，必須是媒體行業(yè)或者用戶自愿的。MMI離不開他們的支持，否則將無(wú)法完成。
三、MRC主導(dǎo)發(fā)表的行業(yè)標(biāo)準(zhǔn)/量測(cè)標(biāo)準(zhǔn)和研究標(biāo)準(zhǔn)
四、MRC提供的教育培訓(xùn)。?
必須肯定的是，通過專業(yè)培訓(xùn)，保證行業(yè)人才的積極發(fā)展和自身的專業(yè)性進(jìn)步。這一點(diǎn)毋庸置疑。值得我們學(xué)習(xí)。中國(guó)媒體或者廣告行業(yè)協(xié)會(huì)，要是能夠?qū)W習(xí)他們，制定各種標(biāo)準(zhǔn)，堅(jiān)持獨(dú)立審核，培養(yǎng)各種專業(yè)人才，也是必有之路。這也是一個(gè)行業(yè)協(xié)會(huì)的使命。
五、推薦閱讀 - 外文評(píng)價(jià)MRC出臺(tái)的數(shù)字廣告評(píng)價(jià)標(biāo)準(zhǔn)（中英文對(duì)照閱讀，該標(biāo)準(zhǔn)收入于文末）
| 閱讀時(shí)間：5分鐘 大約十年前，媒體評(píng)級(jí)委員會(huì)（MRC）推出了新標(biāo)準(zhǔn)，并開始進(jìn)行審計(jì)，以確保數(shù)字廣告既可靠又有效。 MRC是廣告技術(shù)界一個(gè)著名的獨(dú)立組織，它的出現(xiàn)是為了讓整個(gè)行業(yè)對(duì)廣告商和出版商都更好。這意味著廣告技術(shù)界的每個(gè)人都必須同意并遵循MRC的廣告可觀看性標(biāo)準(zhǔn)——這基本上是一個(gè)旨在確定廣告印象是否可見的標(biāo)準(zhǔn)。 廣告可觀看性本質(zhì)上是廣告技術(shù)世界中每個(gè)人的痛點(diǎn)。然而，直到出版商和廣告商開始了解可觀看性對(duì)他們的底線的影響，才發(fā)現(xiàn)有必要制定一個(gè)標(biāo)準(zhǔn)，讓他們能夠衡量印象的可觀看性。 在這篇文章中，我們將告訴您關(guān)于MRC可視性標(biāo)準(zhǔn)需要了解和理解的一切，以便您能夠確保遵循這些標(biāo)準(zhǔn)并確保它們是可查看的。 | Reading time:?5?minutes Almost a decade ago, the?Media Rating Council?(MRC) rolled out new standards and began conducting audits to ensure that digital advertising was both reliable and effective.? The MRC is a well-known independent organization in the ad tech world that emerged out of the need to make the entire industry better for advertisers and publishers alike. That means everyone within the ad tech world must agree upon and follow the MRC’s ad viewability standard—which is essentially a standard designed to determine whether an ad impression is viewable or not viewable.? Ad viewability is essentially a pain point for everyone within the ad tech world. However, it wasn’t until the publishers and advertisers started to understand the impact of viewability in regards to their bottom lines that it became obvious that there was a need for a standard to be created that would allow them to measure an impression’s viewability. In this article, we’re going to tell you everything you need to know and understand about the MRC viewability standards so you can ensure you’re following them?and?ensure that they’re viewable. |
什么是MRC廣告可視性？因此，MRC通過定義某些閾值來(lái)幫助廣告技術(shù)界確定有問題的廣告印象是否可以被視為可視的。當(dāng)然，在定義這些閾值時(shí)，MRC必須考慮兩個(gè)非常重要的概念： 一般來(lái)說(shuō)，欺詐和無(wú)效印象都被視為非法廣告印象。這些印象通常是由僵尸網(wǎng)絡(luò)、人為操縱的頁(yè)面加載等產(chǎn)生的。它們的整個(gè)存在取決于從獲得無(wú)效流量的買家那里消耗廣告資金。 可觀看的廣告印象，當(dāng)廣告被放置在網(wǎng)絡(luò)瀏覽器窗口的可觀看空間中時(shí)被認(rèn)為是可觀看的。如果有問題的廣告顯示在瀏覽器的視口之外，那么用戶就沒有機(jī)會(huì)看到這個(gè)印象。因此，你可以說(shuō)，可觀看性實(shí)際上取決于廣告印象的位置。 還有兩種類型的廣告可視性——顯示廣告可視性和視頻廣告可視性。 | What Is MRC Ad Viewability?So, MRC set forth by defining certain thresholds to help the ad tech world determine whether or not an ad impression in question could be considered viewable. Of course, in defining those thresholds, the MRC has to take into account two very important concepts: · Fraudulent and invalid impressions?which are both considered illegitimate ad impressions, generally speaking. These impressions are usually generated by botnets, artificially manipulated page loads, and so on. Their entire existence is contingent on draining ad dollars from buyers garnering?invalid traffic. · Viewable ad impressions?which are considered viewable when the ad is placed in the viewable space of a web browser’s window. If the ad in question gets displayed outside of the browser’s viewport, then the impression won’t get the chance to be seen by the user. Therefore you could say that viewability really depends on the placement of an ad impression. There are also two types of ad viewability—display ad viewability and video ad viewability. |
MRC顯示廣告可視性根據(jù)MRC指南，只有當(dāng)至少50%的廣告創(chuàng)意在瀏覽器的可視空間內(nèi)至少一秒鐘內(nèi)清晰可見時(shí)，才認(rèn)為顯示廣告是可視的。此外，廣告印象只能在以下要求下被視為可見： 用戶和廣告之間必須有顯著的互動(dòng)，才能將廣告視為可觀看的——即使它不符合時(shí)間或像素要求。當(dāng)我們說(shuō)一次重要的互動(dòng)時(shí)，我們指的是用戶有目的地點(diǎn)擊廣告。例如，將鼠標(biāo)光標(biāo)懸停在廣告上不會(huì)被視為印象。 從技術(shù)上講，可觀看性有兩種計(jì)算方式——可觀看性供應(yīng)商將使用JS標(biāo)簽代碼根據(jù)單個(gè)廣告計(jì)算可觀看的印象數(shù)量。其他供應(yīng)商通過測(cè)量廣告將出現(xiàn)在其中的廣告容器（iFrame）來(lái)計(jì)算印象。只要廣告以適當(dāng)?shù)母袷匠霈F(xiàn)，基于iFrame容器的測(cè)量就被認(rèn)為是可以接受的。 譯者注：將 JS Tag(JavaScript)插入網(wǎng)頁(yè)就像插入任何其他HTML內(nèi)容一樣。用于在HTML中添加JavaScript的標(biāo)記是＜script＞和</script＞。被＜script＞和＜/script＞標(biāo)記包圍的代碼稱為腳本博客<script>標(biāo)記可以放在<head>和</head>標(biāo)記之間，或者放在<body>和</body>標(biāo)記之間。 對(duì)于大型廣告顯示大小，例如242000像素（970×250顯示廣告）或更大，廣告中至少30%的像素必須在頁(yè)面的視口上可見一秒鐘以上。否則，它將不會(huì)被視為可查看的。 對(duì)于通常以較小尺寸出現(xiàn)并基于用戶動(dòng)作展開的富媒體顯示廣告，可觀看性是基于廣告的較小格式或廣告的展開格式的像素計(jì)數(shù)來(lái)測(cè)量的。當(dāng)基于像素計(jì)數(shù)時(shí)，可觀看度是通過廣告在展開前狀態(tài)和展開狀態(tài)期間的觀看時(shí)間來(lái)測(cè)量的。如果廣告在其展開狀態(tài)下被視為可觀看，則觀看時(shí)間只計(jì)算一次。 如果網(wǎng)站頁(yè)面是預(yù)提取或預(yù)呈現(xiàn)的，那么在廣告出現(xiàn)在瀏覽器的可視部分內(nèi)并繼續(xù)遵循上述要求之前，向這些頁(yè)面?zhèn)鬟f的廣告將不會(huì)被視為可視廣告。 | MRC Display Ad ViewabilityAccording to the MRC guidelines, a display ad is only considered to be viewable if at least 50% of the ad creative is clearly visible for at least one second within a browser’s viewable space. Additionally, an ad impression can only be?counted as viewable?under the following requirements: · There must be a significant interaction between the user and the ad for the ad to be considered viewable—even if it doesn’t meet the time or pixel requirements. When we say a significant interaction, we’re talking about a purposeful click on the ad by the user. For example, hovering the mouse cursor over the ad wouldn’t count as an impression. · Viewability is technically counted in two ways—viewability vendors will calculate the number of viewable impressions based on a single ad using a JS tag code. Other vendors calculate the impressions by measuring the ad container (iFrame) in which the ad is set to appear. As measurement based on iFrame containers is considered acceptable as long as the ad appears in the appropriate format.?? · For large ad display sizing, for example, 242,000 pixels (970×250 display ads) or greater, a minimum of 30% of the pixels within the ad must be visible on the viewport of the page for longer than one second. Otherwise, it won’t be counted as viewable. · For rich media display ads which typically appear in smaller sizes and expand based on users’ actions, viewability is measured based on the pixel count of a smaller format of the ad?or?the expanded format of the ad. When based on pixel count, viewability is measured by both the ad view time in its pre-expansion state as well as during its expanded state. If the ad is regarded as viewable in its expanded state, then the view time only counts once. If the website pages are pre-fetched or pre-rendered, then the delivered ads to those pages won’t be considered as viewable ads?until?the ad appears within the viewable portion of the browser and proceeds to follow the requirements listed above. |
MRC視頻廣告可觀看性根據(jù)MRC指南，只有當(dāng)廣告中50%的像素在瀏覽器的可視空間中至少兩秒可見時(shí)，才會(huì)計(jì)算視頻廣告印象。然而，這兩秒只會(huì)被計(jì)入廣告的前兩秒，這意味著用戶必須從一開始就看到視頻廣告。 視頻廣告的可觀看性也有一些其他考慮因素，例如滿足MRC廣告可觀看性要求的條件。除了以下例外，它們與顯示廣告指南非常相似： 對(duì)于點(diǎn)擊播放視頻廣告，一旦點(diǎn)擊啟動(dòng)視頻，則必須在前200毫秒內(nèi)觀看50%的廣告，才能將視頻廣告視為可觀看的。 對(duì)于自動(dòng)播放視頻廣告，由第三方供應(yīng)商適當(dāng)測(cè)量和報(bào)告可觀看性，因?yàn)橐坏﹩?dòng)自動(dòng)播放廣告，就很難確定是否可觀看。 | MRC Video Ad ViewabilityAccording to the?MRC guidelines, video ad impressions will only be counted if 50% of the pixels in the ad are visible in the viewable space of the browser for a minimum of two seconds. However, those two seconds will only be counted for the?first?two seconds of the ad, which means that the user would have to have seen the video ad from the beginning. There are also a few other considerations for the?viewability?of video ads, such as the conditions that meet the MRC ad viewability requirements. They’re very similar to the display ad guidelines, with the following exceptions: · For Click-to-Play video ads, once a video is initiated by a click, 50% of the ad must be in view for the first 200 milliseconds for the video ad to be considered viewable. · For Auto-Play video ads, it is up to the third-party vendors to measure and report the viewability appropriately as it’s difficult to determine whether auto-play ads are viewable once they start.? |
使用量測(cè)指標(biāo)定義MRC可視性MRC定義了三種不同的指標(biāo)，以幫助衡量合作伙伴、廣告商和出版商衡量他們的可觀看性和廣告印象數(shù)。這些指標(biāo)的計(jì)算如下： 測(cè)量率：測(cè)量率=可視印象+不可視印象/服務(wù)的總印象 可觀看率：可觀看率=可觀看印象/可觀看印象+不可觀看印象 印象分布：印象分布表示所有可見、不可見和未確定廣告印象的百分比 這些指標(biāo)的目的是衡量廣告印象的整體組織和表現(xiàn)。目標(biāo)是確定有多少?gòu)V告印象實(shí)際上是可見的，有多少是不可見的。 | Using Metrics to Define the MRC ViewabilityThe MRC has defined three different metrics to help measurement partners, advertisers, and publishers measure their viewability and ad impressions count. These metrics are calculated as follows: · Measured rate:?Measured rate = viewable impressions + non-viewable impressions / total impressions served · Viewable rate:?Viewable rate = viewable impressions / viewable impressions + non-viewable impressions · Impression distribution:?Impression distribution represents the percentage of all viewable, non-viewable, and undetermined ad impressions The purpose of these metrics is to measure the overall organization and performance of the ad impressions. The goal is to determine how many ad impressions are, in fact, viewable and how many are not.? |
關(guān)于廣告可觀看性的最后思考盡管有MRC的指導(dǎo)方針和指標(biāo)，但衡量有效的廣告印象仍然非常困難?？捎^看性仍然是廣告技術(shù)界的一個(gè)主要挑戰(zhàn)，這就是為什么建議根據(jù)上述指南爭(zhēng)取70%的可觀看性，以確保最佳CPM。 | Final Thoughts on Ad ViewabilityDespite the MRC guidelines and metrics, measuring valid ad impressions is still very difficult.?Viewability?remains a major challenge in the ad tech world, which is why it’s recommended to strive for 70% viewability as per the above guidelines to ensure optimal CPMs. |
資料來(lái)源
1. 原文發(fā)表于2022年1月25日
MRC Viewability Standards: A Quick Reference Guide - HeaderBidding.comMRC is a well-known independent organization in the ad tech world that emerged out of the need to make the entire industry better.
https://headerbidding.com/optimizations/mrc-viewability-standards-a-quick-reference-guide/
2. MRC 廣告可見性標(biāo)準(zhǔn)原文下載地址
https://www.mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdfhttps://www.mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf
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