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Media Rating Council Issues Draft Version of Digital Audience-Based Measurement Standards for 60-Day Public Comment Period

IAB Measurement Guidelines

The Media Rating Council (MRC) issued a draft version of its new Digital Audience Based Measurement Standards document for a 60-day public comment period.  The document was developed in collaboration with a large working group comprised of representatives of more than 100 organizations, representing a wide range of media companies, advertising agencies, brand
marketers, measurement vendors, and advertising technology companies.

Key provisions of this public comment draft, which aims to establish a detailed set of methods and practices for measurements of audiences for digital advertisements, include:

  • The use of Viewable Impressions as the foundational measurement required for the inclusion of a digital ad exposure into an audience-based metric calculation, such as a Gross Rating Point (GRP);
  • Guidance for attributing audience characteristics to impression level data using a variety of approaches, including panels, census data collection techniques, third-party large data sets, etc.;
  • Specifications on the necessary internal and quality controls needed in the preparation of digital audience data, including requirements for the application of Sophisticated Invalid Traffic (SIVT)  processes when measuring ad impressions to be used as input to audience measurements; and
  • Guidance on projection, calculation, and weighting processes, including a requirement that digital video ad impressions intended for cross -platform measurements apply duration weighting techniques when reported across platforms

Read the release

Comments on the draft will be accepted until July 17, 2017, and can be submitted via email to [email protected]

The draft document is available for review at

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