MRC Issues Draft Ad Verification Guideline Supplement

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July 11, 2018 - Posted at MrWeb Online News: In New York, the Media Rating Council (MRC) has issued a draft version of a supplement to its existing Guidelines for Brand Safety Ad Verification, specifically designed to address concerns around user-generated content (UGC).

Developed in collaboration with ad bodies the ANA, IAB and 4As, the supplement has been developed to modernize the requirements of the IAB Guidelines for the Conduct of Ad Verification, released by MRC and IAB in 2012. MRC says the supplement offers additional granularity to more fully address contextual classification and brand safety considerations in an era when UGC exists side-by-side with curated content and advertiser messaging in many of the most widely used digital media platforms. More...