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. The move is a response to growing concerns about media consumption among young people, who are increasingly turning away from traditional TV viewing for online content. 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.
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.