The Media Rating Council (MRC) Grants Its First Accreditation for Mobile Viewability Measurement to Moat for Measurement of both Video and Display Ad Formats Across Mobile Web and Mobile In-App.
Moat Inc., an independent SaaS marketing analytics firm, has become the first company to be accredited by the Media Rating Council (MRC) for mobile viewability for its measurement of viewable ad impressions and related viewability metrics in both mobile Web and mobile in-app. Moat was also the first company to be accredited simultaneously by MRC for both desktop display and video viewability in 2014.
“Moat is committed to delivering in-depth analytics and trusted digital measurement that is truly cross-platform,” said Jonah Goodhart, CEO of Moat (pictured left). “To receive the industry’s first accreditation from the MRC for mobile web and in-app viewability is a real testament to this commitment, as we continue to evolve our platform to meet needs of our clients and partners.”
Accreditation is based on MRC’s Interim Guidance on Mobile Viewable Impression Measurement, which was issued in May.
“We congratulate Moat on this significant achievement,” said George W. Ivie, Executive Director and CEO of the MRC. “With mobile now such an important part of today’s digital landscape, Moat’s MRC accreditation for mobile web and in app viewable impression measurement once again clearly demonstrates that it’s at the forefront of industry leaders in promoting high quality digital measurement.”
Through straightforward, platform-agnostic integrations, Moat has the ability to provide 100+ real-time attention signals, including in-view impression measurement, exposure time, interaction, AVOC, and other metrics at the campaign, creative, domain, and impression levels.
The Media Rating Council is a nonprofit industry association established in 1963 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC.