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»Media Rating Council

Netflix Grows Despite Spending Less On Ads; YouTube Earns MRC's Blessing For Brand Safety

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. #Winning Netflix is outshining the competition. Last year, the streaming giant added subscribers even as it cut spending on advertising, The Information reports. By contrast, most of the older entertainment companies entering the streaming wars shelled out beaucoup bucks on marketing. A recent securities... Continue reading »
by AdExchanger // February 10th, 2021 //
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To Make TV Attribution Better, We Need To All Get On The Same Page

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). Attribution, or the measurement and assignation of an outcome following an ad exposure, has revolutionized media planning and buying with the promise of being... Continue reading »
by AdExchanger // December 4th, 2020 //
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Podcast: Who Measures The Measurers?

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium. Sometimes an old institution gains new relevance. Take the Media Rating Council (MRC). The nonprofit was born out of the quiz show scandals of the late 1950s, when regulators, after recovering from the initial shock of learning TV... Continue reading »
by Zach Rodgers // August 29th, 2018 //
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Facebook Gets Its First MRC Accreditation, But There’s Still More To Go

Behind the Cambridge Analytica headlines, Facebook on Thursday completed the first phase of its ongoing three-part MRC audit. Phase one was an inspection of served display impressions in the news feed on Facebook and Instagram across desktop, mobile web and in-app. Before the Cambridge Analytica data-sharing scandal broke, Facebook was being pushed to be more open... Continue reading »
by Allison Schiff // April 5th, 2018 //
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Defining Viewability: ‘The Opportunity To Be Seen Can’t Tell You If An Ad Worked Or Not’

The viewability standard may be better served by saying what it isn’t, rather than what it is. “Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or generate awareness or change brand perception,” said Sherrill Mane, SVP of research, analytics and measurement at... Continue reading »
by Allison Schiff // April 21st, 2015 //
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MRC Gives Its Blessing To Viewability Vendors

The Media Rating Council (MRC) on Monday lifted its advisory against buying and selling display ads based on viewability metrics. “The state of viewability measurements is much better than it was 16 months ago and viewability vendors have greater insight into the range of ads that are served in campaigns,” said David Gunzerath, SVP and... Continue reading »
by Judith Aquino // March 31st, 2014 //
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