Google is set to roll out the new metrics for its DoubleClick for Publishers ( DfP ) metric , as the company looks to bounce back after the Media Rating Council ( MRC ) suspended some of its metrics for non - compliance . Call for stricter standards on ad measurement have also been fuelled further by Facebook 's admitting to " inflating " video measurements . Updates in Google 's new metrics include the ability to download impressions in reports , and a served metric that will enable publishers to adjust content according to the level of business . We have dozens of admetrics with MRC accreditation, all of which remain current." It is working to renew its MRC accreditation for the metric by year end .
Google is set to roll out the new metrics for its DoubleClick for Publishers ( DfP ) metric , as the company looks to bounce back after the Media Rating Council ( MRC ) suspended some of its metrics for non - compliance . Call for stricter standards on ad measurement have also been fuelled further by Facebook 's admitting to " inflating " video measurements . Updates in Google 's new metrics include the ability to download impressions in reports , and a served metric that will enable publishers to adjust content according to the level of business . It is working to renew its MRC accreditation for the metric by year end .