Scoop: IAB And MRC To Collaborate On Attention Measurement Accreditation
The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.
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Ron Pinelli
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PODCAST: AdExchanger TalksThe MRC May Be Old, But It’s Getting With The TV Program
The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.
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AdExplainer: CTV Or OTT: What’s The Difference?
Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.