MRC and CMAC to audit three China measurement services


September 15, 2017 - Jenny Chan of CampagnAsia writes: AdMaster's TrackMaster, Miaozhen's AdMonitor, and Nielsen's Digital Ad Ratings will get audited themselves, but some observers don't expect much short-term impact.

The US-based Media Rating Council (MRC), with participation from China Media Assessment Council (CMAC), will execute auditing processes for three third-party digital audience measurement services in China: AdMaster TrackMaster, Miaozhen AdMonitor, and Nielsen Digital Ad Ratings (DAR). The three services will undergo a full-scope audit to be conducted by independent certified public accountants engaged by MRC. These are scheduled to commence this month and continue until the end of 2017. Formed in August 2016, CMAC (originally called the China Media Ratings Council until the name changed in October last year) was meant to be a media industry oversight and "self-discipline" association, created to perform a similar function as the MRC performs in the US and elsewhere. Because it is still new and getting familiarised with auditing processes, MRC will be leading and administering the accreditation at the outset for AdMaster, Miaozhen and Nielsen. More...