MRC Auditing of Google’s YouTube Measurement Platform

New York, NY (June 28, 2017) – As announced in February 2017, the Media Rating Council (MRC) has begun a process to audit measurements produced by Google’s YouTube platform. This notice summarizes the current status of these efforts.

An agreement is formally in place between MRC and Google for auditing and accreditation consideration of metrics produced by Google’s YouTube 3rd Party integrated measurement reporting, and this audit work has commenced. The audit will include an examination of the collection and processing of data that is fed to 3rd party measurement vendors. This data will form the basis for downstream calculations of viewable impression measurements, as well as associated measured and viewable rate calculations by the 3rd party vendors, all based on the MRC’s Viewable Impression Measurement Guidelines’ definitions. All of YouTube’s in-stream video inventory, inclusive of all its “TrueView” in-stream ad inventory, will be covered in this auditing; while YouTube’s internally calculated TrueView metrics are not part of the current audit’s scope, discussions have occurred about submitting these at a future date. More...