MRC Accreditation
What our reporting found
The Media Rating Council accredits specific products and metrics, not companies, yet "we're MRC accredited" is how vendors sell. ADOTAT's series checks the claim against the record. Zefr confirmed on the record that its accreditation covers one platform, not two. VideoAmp quit its MRC audit in July and cut staff three weeks later. The MRC told ADOTAT that accreditation is a claim about controls operating continuously, which puts Comscore's restructuring inside the window the next audit will examine. The Field Kit has five questions that finish the sentence.
More coverage: MRCMeasurement
Every story on MRC Accreditation
6 stories, newest first- Unmeasured: Zefr Says It's MRC Accredited. For One Platform, Not Two.
The company confirmed the gap on the record. Its marketing hasn't caught up.
- VideoAmp Isn't A Currency. It's A Number Nobody Will Audit.
An anonymous unit of account, an unaudited category, and a company that stopped answering questions in August.
- Thursday Field Kit: "We're MRC Accredited." Five Questions That End the Sentence.
Because "we're MRC accredited" is a sentence with no object in it.
- Comscore Is Cutting Data Costs. MRC Accredits the Data.
The Media Rating Council told ADOTAT that accreditation is a claim about controls operating continuously, not a certificate you win once. Comscore's restructuring runs straight through the window the next audit will examine.
- MRC Has Never Accredited a Company in Its Life
The Media Rating Council accredits specific products and metrics, not companies. What the phrase "MRC accredited" actually covers, and what it doesn't.
- VideoAmp Quit the MRC Audit in July. Three Weeks Later, It Cut Staff.
VideoAmp left the Media Rating Council's audit in July. Three weeks later, it cut staff.
Stories link to the newsletter at new.adotat.com. Corrections and right-of-reply responses to pesach@adotat.com.
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