Quantcast MRC Accreditation a 'First'

US web audience measurement specialist Quantcast has received accreditation from industry ratings watchdog the Media Rating Council (MRC) for its syndicated online traffic measurement service, and says it is the 'first and only' firm to have received this endorsement.

MRC's aim is to secure for the media industry, and related users, audience measurement that is 'valid, reliable and effective'. To receive MRC accreditation, Quantcast demonstrated that it adheres to the body's 'Minimum Standards for Media Rating Research'; as well as a number of guidelines set by the Interactive Advertising Bureau (IAB).

In addition, the firm was seen to have provided transparency by providing the MRC with 'full and complete' information regarding all details of its operation, including disclosing methodology details.

Following an extensive audit process, MRC endorsed Quantcast's Quantified Publisher data; certifiying that it is compliant with the IAB's Advertising Impression and Audience Reach Measurement Guidelines.

'We'd like to congratulate Quantcast on the accreditation of Quantified Publisher,' said MRC Executive Director, CEO George Ivie. 'We were impressed with many of the innovations introduced by Quantcast in this product, and its accreditation is a notable step in the continuing evolution of the state of online measurement.'

Quantcast did not seek accreditation for traffic estimates from 'non-Quantified' sites - those not using Quantcast Measurement tags - nor for its demographic estimates, and Ivie said that the MRC looked forward to bringing these elements into the audit and accreditation process.

'Quantcast measurement is completely free, but that doesn't mean we don't take audience quantification very seriously,' stated Quantcast CEO Konrad Feldman.

Web sites: www.quantcast.com , www.mediaratingcouncil.org and www.iab.net .