VideoAmp, a leading media measurement company, has officially entered the audit phase with the Media Rating Council (MRC). This move highlights VideoAmp’s commitment to transparency, data fidelity, and adhering to the highest industry standards in media measurement. The company is working towards MRC accreditation, which is a critical milestone in its journey to becoming a trusted currency-grade measurement provider.
- MRC Audit: A Significant Milestone:
VideoAmp is excited to begin the MRC auditing process, a significant step that demonstrates the company’s confidence in the rigor of its data and methodologies. Tony Fagan, President of Technology & Strategy at VideoAmp, emphasized the importance of this process, which will require significant resources and effort to achieve the coveted MRC accreditation. - The Role of VALID™ in VideoAmp’s Measurement Solutions:
VideoAmp’s platform is built on high-fidelity data sets powered by VALID™, its proprietary big data and technology engine. VALID™ enables advertisers and media owners to plan, measure, and transact on media investments with greater precision, ensuring the accuracy and reliability of measurement. It plays a pivotal role in VideoAmp’s currency-grade measurement offerings. - MRC Audit Focus:
The MRC audit will comprehensively evaluate VideoAmp’s national linear TV data, with testing focused on compliance with the MRC’s Minimum Standards for Media Rating Research. This voluntary audit will strengthen VideoAmp’s credibility by offering third-party validation of its measurement solutions, ensuring they meet the industry’s strictest standards. - Commitment to Industry Standards:
By entering the MRC audit phase, VideoAmp shows its dedication to accountability and transparency. This initiative underscores the company’s commitment to improving media measurement and providing reliable solutions to clients. VideoAmp’s goal is to lead the industry in adopting advanced currencies for media transactions. - Fostering Industry Collaboration:
This move aligns with VideoAmp’s ongoing efforts to foster collaboration within the media industry and promote the adoption of more modern, data-driven currencies in media planning and transactions. By pursuing MRC accreditation, VideoAmp continues to set benchmarks for the advertising ecosystem, ensuring advertisers and media owners can rely on accurate, trusted data.
Entering the MRC audit phase is a significant milestone for VideoAmp as it continues to lead the way in transforming media measurement. This step demonstrates the company’s commitment to providing reliable, high-quality data solutions that adhere to the highest industry standards. VideoAmp’s pursuit of MRC accreditation is a key part of its ongoing efforts to foster transparency, innovation, and collaboration in the media measurement space.
