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MRC Accredits Tremor Viewable Impression Measure
US-based video ad tech company Tremor Video has won accreditation from the Media Rating Council (MRC) for a number of metrics including its video viewable impression measure.
Non-profit organisation the MRC aims to ensure valid, reliable and effective audience-measurement services, and since the beginning of last year has given its approval to online ad measurement systems from companies including Meetrics, comScore, Yahoo!, Sizmek, Medialets and WebSpectator.
The latest award means Tremor's VideoHub procedures and accredited metrics adhere to the body's Minimum Standards for Media Rating Research, its Viewable Impression Measurement Guidelines, and the Digital Video Ad Impression Measurement Guidelines drawn up by trade body and fellow standards organisation the IAB.
Tremor's premium video marketplace includes a range of video ad products and services, including premium programmatic buying and selling, and associated analytics. Three years ago, it bought the InPlay video analytics business from video buying firm TubeMogul, for an undisclosed sum.
CEO Bill Day comments: 'We were proud to be the first video viewability measurer to receive MRC accreditation for a video viewability metric in 2013, and we're excited to receive the MRC's stamp of approval on our video viewable impression measurement, as we continue to bring transparency and effectiveness to marketers.' George W. Ivie, Executive Director and CEO of MRC, says Tremor has 'once again demonstrated its leadership and commitment to quality and transparency'.
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