Facebook , Google and other platforms have begun efforts to introduce Media Ratings Council ( MRC ) accredited third - party viewability assessments by the end of the year in an effort to avoid misleading business from advertisers , in particular Procter & Gamble . In February , Facebook agreed to an MRC audit of its served ad impressions across video and display . After the audit , Facebook will get user - verified metrics on viewable impressions , which advertisers across P&G have requested . Meanwhile , Google said it would allow the MRC to audit its third - party viewability integrations in order to align its data transfer and reporting with Facebook and IAB ##C .
Facebook, Google and other platforms have begun work to introduce Media Ratings Council (MRC) accredited third-party viewability measurement by the end of the year in an effort to avoid losing business from advertisers, in particular Procter & Gamble. In February, Facebook agreed to an MRC audit of its served ad impressions across video and display. After the audit, Facebook will get MRC-verified metrics on viewable impressions, which advertisers including P&G have requested. Meanwhile, Google said it would allow the MRC to audit its third-party viewability integrations in order to align its data transfer and reporting with MRC and IAB standards.