Latest news with #MinimumStandardsforMediaRatingResearch
Yahoo
3 days ago
- Business
- Yahoo
Meta Gains New Ad Safety Certifications for Facebook and Instagram
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. More reassurance for Meta advertisers, with Meta today announcing that it's been re-accredited by the Media Ratings Council (MRC) for Content-Level Brand Safety, meaning that Meta's documented processes continue to meet the MRC standards for brand safety and measurement. The MRC conducts audits of ad systems to ensure measurement processes meet quality and assurance benchmarks, providing third-party checking to give ad partners more confidence in such. As per the MRC: 'Accreditation indicates that the Measurement Statistics reported for the Service comply with: (1) the Minimum Standards for Media Rating Research, the Enhanced Content Level Context and Brand Safety Guidelines and the Business Partner Qualification requirements of the Invalid Traffic Detection and Filtration Standards Addendum (version 2.0) published by the MRC; the Ad Verification Guidelines published by the Interactive Advertising Bureau (IAB); (2) the procedures described in Meta's answers to the MRC questionnaire; and (3) the procedures described in procedure manuals and textual materials included in reports of the Service. So it's based on Meta's documentation, not its actual process, which is a relevant note, while there are also a lot of exclusions noted in the official document. But even so, it provides some level of additional checking, ensuring that Meta's meeting industry standards, as defined by the MRC. Though there was one particularly interesting note in this latest review: 'Misinformation is excluded from accreditation and remains in process of review as Community Notes applied to this category are being assessed.' So the MRC isn't willing to provide assurance on the prevalence of misinformation on Facebook, Instagram and Threads at this stage, due to Meta's change in approach in enforcing such, as it moves to allow more speech in its apps. Depending on your perspective, that could be a valid note. In addition to MRC re-accreditation, Facebook and Instagram have also recently received brand safety re-certification from the Trustworthy Accountability Group (TAG) for the sixth consecutive year, while Integral Ad Science has also launched a new contextual category reporting for Meta Platforms, which further expands its measurement reporting across Facebook and Instagram. As per IAS: 'Total Media Quality (TMQ) for Meta, contextual category reporting provides advertisers with the most accurate and actionable brand safety and suitability measurement. TMQ is powered by IAS's multimedia technology, providing unmatched insight into video content through frame-by-frame analysis of video images, audio, and text to provide the most accurate measurement at scale.' So, more assurance for Meta advertisers, with the proviso that misinformation cannot currently be measured due to the shift to Community Notes. NOTE: MRC's Facebook and Instagram Feed accreditation applies to English and Spanish Only. Recommended Reading Meta Advertisers Report System Glitches Are Pushing up Ad Prices
Yahoo
03-06-2025
- Business
- Yahoo
The MRC Re-Affirms YouTube's Brand Safety Accreditation
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. YouTube has been awarded the Media Rating Council (MRC)'s brand safety accreditation for in-stream ads for the fifth year in a row, providing additional assurance for advertisers around their video ad placements. MRC accreditation means that YouTube's ad system has been approved by the MRC for its controls and metrics, based on a third-party audit of the platform's ad systems and processes. As per the MRC: 'Accreditation indicates that the Service complies with: (1) the Minimum Standards for Media Rating Research and the Enhanced Content Level Context and Brand Safety Guidelines published by the MRC; the Ad Verification Guidelines published by the Interactive Advertising Bureau (IAB) and MRC; (2) the procedures described in Google's answers to the MRC questionnaire; and (3) the procedures described in procedure manuals and textual materials included in reports of the Service.' So it's really just confirming that Google/YouTube is maintaining its systems on this front, and ensuring compliance with relevant industry standard guidelines, but it does give advertisers some level of recourse, if they find that these systems are failing to meet the relevant benchmarks. The MRC's accreditation also certifies that YouTube's inventory filters deliver brand-safe ad placements, with content suitability based on advertiser selection. As per YouTube: 'Over the years, we've expanded advertisers' ability to choose where their ads run, and we've made sustained investments in policy and enforcement to ensure ads don't run alongside brand-unsafe content. As part of the accreditation process, the MRC assessed our AI-powered enforcement systems, our teams of human reviewers, and the policies that determine which videos are eligible to run ads.' It's a good endorsement of Google's ad systems, which, as noted, will give YouTube advertisers additional peace of mind. But I would note that, as specified by the MRC, this is only an audit of Google/YouTube's documented systems, not a test of them in action, as such. And with more and more AI elements being integrated into its ad placement process, such processes, in practice, could still veer from those parameters. Recommended Reading YouTube Launches New Experiment to Restrict Content from Those Using Ad Blocking Tools Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Business Wire
06-05-2025
- Business
- Business Wire
VideoAmp Formally Initiates the Media Rating Council (MRC) Audit Process
NEW YORK--(BUSINESS WIRE)-- VideoAmp, a leading media measurement company transforming advertising, has officially entered the audit phase with the Media Rating Council (MRC). This significant step underscores VideoAmp's unwavering commitment to transparency, data fidelity, and achieving adherence to the highest industry standards in media measurement. 'We are thrilled to officially begin the MRC auditing process,' said Tony Fagan, President, Technology & Strategy at VideoAmp. 'This is a major milestone that reflects our confidence in the rigor of VideoAmp's currency-grade data and methodologies. While the road to accreditation is long and resource-intensive, we are fully committed and understand the importance of earning that coveted stamp of approval.' VideoAmp's platform is built on high-fidelity data sets powered by VALID™, its proprietary big data and technology engine, which fuels its measurement and currency solutions. This enables advertisers and media owners to plan, measure, and transact on media investments with greater precision. The VALID™ engine underpins VideoAmp's commitment to delivering currency-grade measurement and has positioned the company as a trusted partner for brands and publishers seeking alternatives to legacy systems and a more modern, future-proof approach to cross-platform measurement. The MRC audit includes a comprehensive evaluation of VideoAmp's national linear TV data and audit testing to help ensure compliance with established industry guidelines, including the MRC's Minimum Standards for Media Rating Research. By voluntarily undergoing this rigorous assessment, VideoAmp aims to provide clients and partners with increased confidence in the reliability and integrity of its measurement solutions. This development marks a key inflection point in VideoAmp's journey to become a trusted currency-grade measurement provider. The advancement of VideoAmp to the next level of the MRC's auditing process is a clear signal of the company's commitment to accountability and third-party validation. This initiative aligns with VideoAmp's ongoing efforts to foster industry collaboration and promote the adoption of advanced currencies in media transactions. By pursuing MRC accreditation, VideoAmp continues to demonstrate its leadership in driving innovation and establishing benchmarks that benefit the entire advertising ecosystem. About VideoAmp VideoAmp is a media measurement company transforming advertising. By leveraging the power of currency-grade big data, VideoAmp's solutions provide clients with access to advanced audiences and the ability to precisely plan, optimize and measure media investments across platforms to achieve better outcomes. With these solutions, media sellers can increase the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 880% YoY growth, 98% coverage of the TV publisher ecosystem, 11 agency groups and more than 1,000+ advertisers. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit
