MRC launches draft results and data quality standards

June 10, 2022

In the United States, the Media Rating Council (MRC) has released a draft of its Ratings and Data Quality Standards – the next phase of an ongoing project to standardize the measurement of ratings resulting from exposure to The advertisement. There will now be a 60-day public comment period.

The MRC is a not-for-profit industry association whose goal is to ensure valid, reliable and efficient measurement services through an accreditation process. Its Outcome and Data Quality Standards project covers outcome metrics and approaches, including multi-touch attribution and attribution (MTA), market composition modeling (MMM) and experiments, as well as the quality of the underlying data associated with these methods.

The main provisions include:

  • Guidance and requirements related to the integration of viewability, invalid traffic filtering (IVT), and media audience metrics and exposure to results-attributed ads, building on previous MRC standards
  • Definitions and requirements for “funnel” metrics from interaction, engagement, direct results and efficiency metrics
  • Requirements for attribution approaches, including MTA, such as decay curves, regression approaches, weight or value determination, and look-back windows
  • Requirements for MMM approaches, such as coverage, expenditure data, modeling parameters, and external/environmental factors
  • Requirements for using test and control approaches or experiments as validation, in combined or hybrid approaches and on a stand-alone basis
  • Detailed guidance and requirements for the quality of the underlying data, including identification and key privacy considerations.

The initiative was first announced in June 2020, with preliminary guidance published in March 2021. Since its publication, the MRC has been working with the Outcomes Advisory Group (a large group of members, practitioners and parties MRC stakeholders, including ANA, 4A’s, IAB, and ACA) to produce a public consultation draft of the standards.

With the release of the draft, the MRC is opening a 60-day public comment period on the standards, accessible at www.mediaratingcouncil.org .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.