YouTube Gears Up For MRC Audit


By Adam R Jacobson

It’s been a busyMRC start to 2017 for George Ivie and the New York-based Media Rating Council (MRC).

Last week, we learned that comScore has been granted MRC accreditation for two key metrics categories, building on its recent accreditation of its Sophisticated Invalid Traffic (SIVT) detection capabilities across both desktop and mobile web.

Now, it’s set to put its ABCs on an audit for Alphabet — parent company of Google, which is the parent of ubiquitous on-demand video streaming platform YouTube.

In an Agency Blog posted by Babak Pahlavan, Senior Director of Product Management, Analytics Solutions and Measurement at Google, the digital ad dollar dominator explained that the audit was all a part of “building trust and increasing transparency.”

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