Leading with Strength
The MRC
Prepared for: IAB Global Summit
October 3, 2012
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3MS and MRC
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MRC is ideally positioned to serve as crossecosystem standards-setting body.
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MRC exists to promote quality measurement.
MRC’s members represent a wide range of players
from across the ecosystem.
MRC is extremely well-versed in measurement
standards setting, and has structural components in
place to facilitate this process.
MRC is aligned with concepts promoted by the 3MS
initiative.
www.measurementnow.net
Current 3MS implementation roadmap
2011
Q4
2012
Q1
Q2
Pilot
Viewable impression
2013
Q3
Q4
Q1
Definition
confirmed
Q2
Parallel reporting
Accreditation
Audience-based
GRP currency
Cross-platform
guidelines
Digital guidelines
Accreditation
Banner Rising stars Taxonomy
finalized
Classification system
View-throughs
Solution development
Attitudinal measures
Accreditation
Social activity metric
MRC standards-setting
Change management
Soft rollout
Solution development
Board
approval
First meeting of
standards
committee
Initial staff expansion completed
Targeted industry engagement and broad-based press/marketing
Q3
MRC Mission Statement
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To secure for the media industry and related users
audience measurement services that are valid,
reliable and effective;
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Set Standards; and
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Conduct Audits to Verify Compliance with
Standards.
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MRC International Activity
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MRC Does Not Accredit services outside
U.S.
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Rather, On Request MRC Serves as a
Consultant on Rating-Service Audits which:
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Use MRC Minimum Standards as benchmark
Are conducted by experienced MRC CPA auditors
Have reasonable transparency for results – Important
Have an appropriate local Committee present
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MRC Member Representation
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Media Organizations
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Broadcasters – Radio and TV Stations and Networks
Cable MSOs and Networks
Internet
Print Organizations
Out-Of-Home Media
Advertising Agencies
Advertisers
Trade Associations
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Voting – 4A’s, AHAA, ANA, CAB, CIM (Mexico), DPAA, IAB, MMA,
MPA, NAA, NAB, NJBA, OPA, RAB, TVB
Liaison (non-voting) – ARF
Syndicated Measurement Services Cannot be Members
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MRC Member Organizations
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MRC-Audited Products – U.S.
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Accredited
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ACT1 Radio TPP
Arbitron
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Local Diary Service, Max, County Coverage, CSAR
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PPM – Atlanta, Baltimore, Cincinnati, Houston, Kansas City,
Los Angeles, Milwaukee, Minneapolis, Philadelphia,
Phoenix, Riverside, San Antonio, St. Louis, Tampa
Internet Audits
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ComScore Direct
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comScore vCE (Validation Component Only)
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Nielsen Online Campaign Ratings
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Omniture Adobe Compliant Traffic Report
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Quantcast Quantified Publisher
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Visible Measures
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Ad-Serving: Cox Digital Solutions, AdTech, CBSi, Univision,
Yahoo!, Disney, Atlas, DoubleClick (DFP, DFA), FreeWheel,
GLAM Media, Google, LiveRail,Turner, AOL, MSN, 24/7,
MediaMind, RealVu, Vindico, PointRoll, Auditude, Videology,
Telemetry
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Clicks: Google, Yahoo!, MS adCenter, MS Media Console,
Cox Digital Solutions
KMR MARS
Mediamark Research National Syndicated Study
Media Monitors Radio Spot Service
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Nielsen Media Research
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National – NPM, Average Commercial Ratings MIT, NPower
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Local Set Meter Services, LPM Markets, Puerto Rico LPM
Scarborough
Simmons National Consumer Study
Triton Digital Streaming (Ando Media)
In-Process
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Internet Audits
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Google AdPlanner,Google DART Mobile, Digital
Envoy, Quova, Adap.TV, AdSafe, Vizu
Arbitron PPMs
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Austin, Charlotte, Chicago, Cleveland, Columbus,
Dallas, Denver, Detroit, Greensboro, Hartford,
Indianapolis, Jacksonville, Las Vegas, Memphis,
Miami, New York, Nashville, Norfolk, Orlando,
Pittsburgh, Portland OR, Providence, Raleigh,
Sacramento, Salt Lake City, San Diego, San
Francisco, San Jose, Seattle, Washington DC, West
Palm Beach
comScore
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Media Metrix, Video Metrix
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vCE (Audience Component)
Double Verify
Mendelsohn Affluent Study
NEC Display
Nielsen Local TV Diary Service, STB Data
Nielsen NetView, NetView Hybrid
Rentrak TV Essentials
SQAD TV Costs
Other – Ancillary Data
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Claritas, Sample Frame Vendors
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International Audits
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Television:
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Ongoing:
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Occasional:
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BBM Client Committee – Canada, ongoing
Radio Committee – Peru, occasional
Print:
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International Audit Committee (Cable) – Colombia, Argentina
Client Committee – Costa Rica
Technical Commission – Ecuador
Client Committee – Panama
CUSEA – Peru
Radio:
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ABAP-Redes – Brazil
BBM Client Committee – Canada
CIM – Mexico
Valida – Chile, occasional
CUSEMI – Peru, occasional
Internet:
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Miaozhen Systems Audit Committee – China
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Existing Standards – MRC Involved
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MRC Minimum Standards for Media Rating Research
MRC Data Integration Guidelines
MRC Media Monitoring Standards
Digital-Specific Guidelines
 IAB Impressions
 Display, Video, Rich Media, RIA, Auto-Play Video
 IAB Process Addendum
 IAB Clicks
 IAB Audience Reach
 IAB In-Game Advertising
 MMA/IAB Mobile Web Guidelines
 IAB Ad Verification
Other Media Types, Several
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NAB, ARF, ESOMAR, etc.
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Currently Under Development/Consideration –
Based on Outside Requests
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Internet
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Set-Top-Box
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Partners: IAB, MMA
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Applications (In-Process; nearing public comment)
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Messaging (Planned)
Social Media
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Partners: MVPDs, NCC
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Data Accumulation (draft posted on www.mediaratingcouncil.org)
Mobile
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Partner: IAB
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Updating Existing Guidelines through EITF
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Viewable Display, Video
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GRPs
Partners: IAB, WOMMA
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Consumer Listening, etc.
Others
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Media Mix Modeling
Digital Place-Based Audience Estimates
Audio Streaming
Set-Top-Box Audience Estimates
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A Forward-Looking Approach to Standards
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MRC Standards Committee
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Ongoing Goal: Populate with Leaders – Buyers and Sellers
Identify Weaknesses and Prioritize
Formalize and Internalize Processes
Cross-Media Focus (Consideration Set)
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Data Integration, Modeling, Single-Source
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Validation of New New Media Measurement
Data Quality, Hierarchy
Shore-Up Issues in Conventional Media
Transaction Streams and Types; Seeking Consistency
Agency Accountability
Media/Audience Claims
Examine Prior Work for Consistency and Appropriate Focus
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Questions?
Thank You
MRC Contact Information:
212-972-0300
George Ivie – givie@mediaratingcouncil.org
David Gunzerath – dgunzerath@mediaratingcouncil.org
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