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»MRC

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 //
»
MRC's Video Measurement Guidelines Address OTT For The First Time

The Media Rating Council is officially down with OTT. On Friday, the group released an updated version of its Digital Video Ad Impression Measurement Guidelines, which advises on server-side ad insertion (SSAI) and OTT platforms for the first time. Video vendors struggle to measure ad impressions across OTT since the landscape is vast and convoluted.... Continue reading »
by Rae Paoletta // June 29th, 2018 //
»
Facebook Aims To Calm Anxious Advertisers With Upgraded Brand Safety Controls And More Third-Party Measurement

In a blog post Wednesday, Facebook’s VP of global marketing solutions, Carolyn Everson, acknowledged that some marketers are “feeling uneasy” about viewability, online ad metrics and brand safety. She outlined updates meant to address that discomfort. First, Facebook intends to give advertisers more control over where their ads are running by tightening guidelines on the... Continue reading »
by Allison Schiff // September 13th, 2017 //
»
Facebook Is Embarking On Phase Two Of Its MRC Audit

The MRC kicked off the second phase of its three-part Facebook audit at the beginning of August: an assessment of the quality of Facebook and Instagram viewability metrics as reported by viewability partners like Moat, Integral Ad Science, comScore and DoubleVerify. Specifically, the MRC is examining if Facebook’s API accurately transmits what’s happening on Facebook... Continue reading »
by Allison Schiff // August 24th, 2017 //
»
ARF: As More Audience Data Enters TV, An Emphasis On Quality And Consistency Emerges

Like the packaged products he helps market, Omnicom Media Group Chief Research Officer Jonathan Steuer wishes data segments disclosed their ingredients on the side of the label. “You really have to dig to figure out what’s in [a segment] right now,” Steuer said Monday at the Advertising Research Foundation’s Audience Measurement Summit in Jersey City.... Continue reading »
by Kelly Liyakasa // June 13th, 2017 //
»
ComScore Eliminates Fees For Viewability Reporting And Nonhuman Traffic Detection

ComScore will offer viewability and nonhuman traffic detection for free on desktop and mobile, the company said Wednesday. ComScore’s move to eliminate fees on what it terms “baseline” metrics coincides with its launch of a self-serve interface that integrates both its fraud detection and viewability reporting. The product, which was partly built on comScore’s acquisition... Continue reading »
by Kelly Liyakasa // April 26th, 2017 //
»
Where The Walled Gardens Are – So Far – As They Open Up To Third-Party Measurement

When it comes to third-party verification, the big digital platforms like Facebook and Google have reason to rush. They’re working on deadline. Marc Pritchard, P&G’s chief brand officer, has made it clear platforms need to implement Media Ratings Council-accredited third-party viewability measurement by the end of the year or risk losing the CPG giant’s business.... Continue reading »
by Allison Schiff // April 18th, 2017 //
»
Apple Opens Up, Allowing Third-Party Ad Measurement Via NBCU Deal

Apple's big iOS update last year created large amounts of new media inventory, which the company is monetizing through a big ad deal with NBCUniversal and direct relationships with publishers. Now the mobile platform giant is opening the gates to outside measurement of its ad impressions, AdExchanger has learned. Through its sales agreement with NBCUniversal, Apple... Continue reading »
by Kelly Liyakasa // March 31st, 2017 //
»
MRC To Audit YouTube’s Third-Party Measurement Partners

The Media Rating Council (MRC) will audit YouTube’s third-party measurement partners, Moat, Integral Ad Science and DoubleVerify, Google revealed Tuesday in a blog post. While the MRC has audited several parts of Google’s ad-serving and search functions for years, YouTube wasn’t historically included, said George Ivie, the council’s CEO: “This will be a first-time audit... Continue reading »
by Kelly Liyakasa // February 21st, 2017 //
»
Facebook Slowly Embraces MRC, Agrees To Independent Audit

Facebook will be audited by the Media Rating Council. (Pause for dramatic effect.) The company said Friday in a blog post that it plans to commit to an independent audit by the MRC in order to verify the accuracy of the measurement it delivers to its ad partners. Facebook had reportedly started talking to the... Continue reading »
by Allison Schiff // February 10th, 2017 //
»
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