Ad Execs On Duration-weighting

The Media Rating Council's new duration-weighted impression standard, which will become the currency for valuing video advertising across media in 2021, is confusing and controversial to most ad execs, but to the extent that they understand it, they believe it is the right way to go.

Asked what effect it will have on how they value discrete media, the ad industry believes it will have the greatest positive effect on online and over-the-top (OTT) video and the most negative impact on mobile video.