It performs accreditations for rating and research companies like Nielsen, comScore, and multiple digital measurement services.
[3]: 244 [1] Based on the hearings, the committee felt that rather than government regulation, it would be better for the industry to fund its own organization to review and accredit audience rating services.
Based on the audit, MRC decided on May 28, 2004, to deny accreditation, while praising the overall idea and distinguishing itself from the Don't Count Us Coalition, a set of sharp critics of the new methodology.
[12] MRC released interim guidance on mobile viewable impressions on May 4, 2015,[13] The final version of the guidelines was published on June 28, 2016.
[14][15] In October 2016, it was announced that the Media Rating Council had revoked accreditation for two products of Google's Doubleclick for Publishers, namely the mobile web impression measurement and viewability metrics, for missing the one-month compliance deadline with the updated viewability standards announced by the MRC.
[18][19] In February 2017, under pressure from advertisers seeking validation of reported viewability metrics, both Facebook[20][21] and YouTube[22][23] announced that they would apply for MRC accreditation for their ad measurement (and get audited in the process).