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Media Rating Council Publishes Standards for Measurement of Digital Place Based Audiences
Standards Establish Framework for Ensuring Quality of Syndicated Audience Measurement
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The Media Rating Council (MRC) has published standards for measurement of digital place-based audiences. The standards were nearly three years in the making and provide the framework for syndicated audience measurement methodology as well as a benchmark for auditing the processes behind such measurement. The MRC’s standards for the digital place-based industry can be viewed here:
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Click here for access to MRC Standards
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The standards establish “a detailed set of methods and common practices for entities that measure digital place-based audiences. These standards are intended to establish and document sound and minimally acceptable practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of digital place-based audience measurement data from all segments of the Industry.”
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[mp_quote cite=”Barry Frey, CEO & President of DPAA” cite_url=”#” quote_content=”‘This is a significant milestone in the evolution of our industry…These standards open the door for us to provide syndicated, audited audience data to media planners, which in turn will put us in a stronger position to garner our rightful share of advertising budgets.’ “]
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[mp_quote cite=”Scott Marden, CMO at Captivate and Chair of the DPAA’s Research & Standards Committee” cite_url=”#” quote_content=”‘These standards are the result of an extremely thorough process that included all key players– measurement services, media buyers and sellers. The result is a standards document that will help our industry further accelerate our already rapidly growing ad revenue. It is a final step in ensuring digital place-based advertising’s seat at the table with all measured media.'”]
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[mp_quote cite=”George Ivie, Executive Director & CEO of the MRC” cite_url=”#” quote_content=”‘The MRC is pleased to have worked with DPAA and a broad coalition of industry leaders to develop standards intended to promote a consistent method of audience measurement across the broad array of digital place-based media entities. The standards provide the framework to establish quality audience measurement with transparency to aid the buy-sell process, and were challenging to develop considering the varied venues and environments in which these services operate.'”]
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