The Media Rating Council (MRC) is auditing video-sharing site YouTube's third-party integrated measurement reporting, including assessments of the collection and reporting processes from integrated third-party vendors, including DoubleVerify, Integral Ad Science and Moat. MRC’s Viewable Impression Measurement Guidelines will inform this process. YouTube has been under fire for its transparency in recent months, with a number of high-profile advertisers pulling their ads from the site. The results of the audit are expected to be delivered this year.
The Media Rating Council (MRC) is auditing video-sharing site YouTube's third-party integrated measurement reporting, including assessments of the collection and reporting processes from integrated third-party vendors, including DoubleVerify, Integral Ad Science and Moat. YouTube has been under fire for its transparency in recent months, with a number of high-profile advertisers pulling their ads from the site. The results of the audit are expected to be delivered this year.