AdvertisingStandards Archives

IAB & MRC Release Attention Measurement Guidelines for Industry Feedback

PR Newswire1 month ago1 month ago04 mins

The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) have released the Attention Measurement Guidelines for public comment. These guidelines, developed by the IAB Attention Task Force, aim to create a consistent framework for measuring attention across different media platforms. The public comment period will last 60 days, until July 12, 2025, with feedback encouraged from brands, publishers, platforms, agencies, and measurement providers.

VideoAmp Takes Major Step in Media Measurement with MRC Audit

BusinessWire2 months ago2 months ago04 mins

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.