Amazon introduces MRC viewability on view-through conversion attribution

Amazon this month introduced MRC (Media Rating Council) viewability in attribution. Since January 1, 2019, only viewable impressions based on the MRC standard viewability are eligible to be credited towards a conversion.

MRC standard viewability requires that 50% of the creative is in view for at least 1 second.

Amazon stated this is part of their ongoing efforts to provide advertisers with better and more actionable reporting. The use of MRC viewability in attribution applies to view-through conversions.