Industry bodiesNon-profit
Media Rating Council
US body that audits and accredits ad measurement, including invalid-traffic detection.
New York, USA · founded 1963 · mediaratingcouncil.org
What Media Rating Council does
The MRC sets standards for measuring audiences and ads, then audits measurement companies to see if they meet them. Accreditation from the MRC is a big deal for vendors such as Nielsen, DoubleVerify and IAS.
Its MRC IVT guidelines define GIVT and SIVT, the industry's shared vocabulary for invalid traffic.
How it makes money
Membership dues and audit fees paid by the measurement companies it reviews.
Where it meets invalid traffic
Defines how IVT must be detected and reported, and accredits vendors against those rules.
Products
- MRC accreditation
- IVT Detection and Filtration Guidelines
- Viewable Impression Guidelines