• Facebook passes key hurdle in MRC viewability reporting audit

    14 days ago - By Marketing Land

    A big part of the way Facebook aims to prove its ads are viewable has just taken a giant step forward. The Media Rating Council , the industry standard keeper for media measurement, has signed off on Facebook's process for providing data to third parties for verification.
    The MRC has been reviewing how Facebook and Instagram handle data that it passes to its third-party vendors and how those vendors ultimately report on its viewability.
    MRC has yet to grant accreditation to the second part of the process - which is handled by the third-party verification companies after Facebook hands over...
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