When the MRC revoked its seal of approval for Nielsen’s TV ratings in 2021, it spurred a hunt for alternatives. Now, media and tech companies are debating whether MRC accreditation is even necessary.
The quality of marketing data – or, rather, the lack thereof – is arguably as big of an issue as signal loss, but doesn’t get nearly as much ink. On Wednesday, data validation provider Truthset opened the doors of its data collective to help data providers independently test the accuracy of their consumer records.
