What is the MRC IVT standard?
The MRC IVT standard is the Media Rating Council's set of guidelines for how measurement companies must detect, filter and report invalid traffic. It defines general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT), sets minimum filtering requirements, and underpins MRC accreditation, which auditors grant to vendors whose IVT detection meets the rules.
The MRC is a US industry body that audits and accredits advertising measurement. Its MRC IVT guidelines, first published in 2015 and later updated with an addendum, apply across desktop, mobile web, in-app and CTV. They require GIVT filtering using lists such as the IAB/ABC Spiders & Bots List and data-center IP ranges, and set expectations for SIVT detection, disclosure and ongoing testing.
MRC accreditation is granted separately for different metrics and environments, so a vendor might be accredited for SIVT on desktop but not in CTV. When comparing vendors, check exactly which accreditations they hold.