Foursquare 'Visits' Wins MRC Accreditation First

In the US, the Media Rating Council (MRC) has granted Foursquare 'Visits' its first accreditation for location data. The Council's Location-Based Advertising Measurement Guidelines were issued in 2017.

Foursquare's location intelligence technology helps brands to locate, message and measure their own consumers. The syndicated Foursquare Visits offering is available directly to clients, or through major marketing tech platforms, and is also the foundation of multiple Foursquare products including Placed powered by Foursquare (which has not, itself, been audited or accredited by the MRC yet).

The audit found that Foursquare Visits complies with industry standards for its ability to estimate and validate real-world visits. MRC Executive Director and CEO George Ivie (pictured) comments: 'Foursquare is to be congratulated for its diligence and perseverance throughout the accreditation process, and as accurate location data is increasingly a critical must-have in the marketing ecosystem, the industry now can be confident that it has an MRC-accredited location data set on which they can place their reliance'.

Foursquare, which merged with competitor Factual earlier this year, is online at www.foursquare.com .