Media Rating Council Publishes Standards for Measurement of Digital Place Based Audiences
Standards Establish Framework for Ensuring Quality of Syndicated Audience Measurement
The Media Rating Council (MRC) has published standards for measurement of digital place-based audiences. The standards were nearly three years in the making and provide the framework for syndicated audience measurement methodology as well as a benchmark for auditing the processes behind such measurement. The MRC's standards for the digital place-based industry can be viewed here:
Click here for access to MRC Standards
The standards establish "a detailed set of methods and common practices for entities that measure digital place-based audiences. These standards are intended to establish and document sound and minimally acceptable practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of digital place-based audience measurement data from all segments of the Industry."
'This is a significant milestone in the evolution of our industry...These standards open the door for us to provide syndicated, audited audience data to media planners, which in turn will put us in a stronger position to garner our rightful share of advertising budgets.'Barry Frey, CEO & President of DPAA
'These standards are the result of an extremely thorough process that included all key players-- measurement services, media buyers and sellers. The result is a standards document that will help our industry further accelerate our already rapidly growing ad revenue. It is a final step in ensuring digital place-based advertising's seat at the table with all measured media.'Scott Marden, CMO at Captivate and Chair of the DPAA's Research & Standards Committee
'The MRC is pleased to have worked with DPAA and a broad coalition of industry leaders to develop standards intended to promote a consistent method of audience measurement across the broad array of digital place-based media entities. The standards provide the framework to establish quality audience measurement with transparency to aid the buy-sell process, and were challenging to develop considering the varied venues and environments in which these services operate.'George Ivie, Executive Director & CEO of the MRC