MRC Issues New Standards For Digital Audience-Based Measurement

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The Media Rating Council (MRC) has released new standards for digital audience-based measurement — a 69-page document that offers much detail as to how it arrived at its new standards.


While the new standards build on the MRC’s prior work on viewable impression measurement and invalid traffic filtration requirements, they spell out recommended practices for the collection and processing of information used in the assignment of audience characteristics to impression-level data.

The concept of Duration Weighting for video ads is also now included in the MRC’s standards.

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