MRC Launches Final Outcomes and Data Quality Standards

In the US, the Media Rating Council (MRC) has released the final version of its standards for measuring the outcomes of advertising and media buys, as well as the data used to do that.

The Outcomes and Data Quality Standards aim is to help standardize the measurement of outcomes resulting from advertising exposure, addressing various outcomes measures and approaches, including attribution and multi-touch attribution, market mix modeling, and experiments, as well as the underlying data quality associated with these methods. It is the end result of a decade-long project led by MRC that included a working group representing more than 100 organizations from across the advertising and media industries, with the endorsement of the Association of National Advertisers (ANA), the 4As, and the Association of Canadian Advertisers (ACA).

MRC Executive Director and CEO George Ivie (pictured) comments: 'These standards represent the realization of a new and critical phase of a long-term effort by MRC, in cooperation with other industry trade associations, to enhance advertising measurement. This initiative began more than a decade ago with projects designed to standardize measures of ad delivery, and has now progressed to the measurement of business outcomes that are associated with ad exposure.'

The standards can be found at: www.mediaratingcouncil.org .