Today, Quantcast publicly confirmed its commitment to a important industry review – the Media Rating Council’s accreditation process. The MRC (which was established at the recommendation of the U.S. Congress) has been an integral part of reviewing and accrediting 3rd party audience measurement in the TV, Radio and Print mediums (among others) for almost 50 years.
While Nielsen and Comscore have initiated the accreditation process as well, no online measurement service has yet to receive MRC accreditation for their data.
George Ivie, Chief Executive and Executive Director of the MRC noted, “We are excited to engage with Quantcast – a company that has introduced a new measurement approach – in the auditing process, and are pleased by their interest in working with us so early in the growth of their business.”
The process that we have begun is expected to be completed in a number of stages, and will be overseen by the MRC’s Internet Committee and involve an audit by an outside CPA firm chosen by the MRC.
We are eager to move forward with the process and provide yet another benchmark of transparency and confidence for the traffic and audience data that we generate. Taking this step sooner rather than later is a commitment to our rapidly growing publisher and marketer communities that we intend to deliver them credible services. More broadly, it is a sign that as the only open, direct-measurement audience service, we will innovate in ways that support and enhance existing industry expectations.