Media Rating Council Issues Landmark Digital Audience-Based Measurement Standards

George Ivie

George Ivie

New York, NY (December 7, 2017): The Media Rating Council (MRC) today released new standards for digital audience-based measurement.

The Digital Audience-Based Measurement Standards build on the MRC’s prior work on viewable impression measurement and invalid traffic filtration requirements and spell out recommended practices for the collection and processing of information used in the assignment of audience characteristics to impression-level data.

Its release sets the stage for the next phase of the MRC’s standards-setting work: the development of cross- media audience measurement standards, which is targeted for completion in 2018.

The standards represent a key milestone in the MRC’s work as part of the Making Measurement Make Sense (3MS) initiative, a joint industry effort supported by the ANA, 4As and IAB, and were developed in collaboration with a large working group comprised of representatives of more than 100 organizations. These organizations represent a wide range of media companies, advertising agencies, brand marketers, measurement vendors and advertising technology companies.

MRC is providing for a one-year grace period for accredited audience measurement services to comply with these new standards. This period will parallel the expected development timeline of the MRC’s cross- media standards.

“The release of these standards represents a formative point of transition for the digital ad market,” says George W. Ivie [pictured], CEO and Executive Director of the MRC. “Not only do these standards provide clear guidance for the measurement of digital audiences, they also put forth the foundational elements on which standards for cross-media measurement will be based, which will be critical to the future of the industry.” More...