MRC Accreditation for comScore's Media Metrix

US standards body the Media Rating Council (MRC) has given accreditation to comScore's Media Metrix (MMX) syndicated digital audience measurement service.

Media Metrix is based on comScore's Unified Digital Measurement methodology, which combines panel-based audience measurement with census-level data, and provides a complete view of the consumption habits of web site audiences, along with demographics and cross-visitation information. The tool offers global coverage, reporting on more than 250,000 entities worldwide, with audience measurement in 44 countries and six regions.

comScore says MMX is the first digital content audience measurement service to be accredited by the MRC, and according to Chief Research Officer Josh Chasin, the company will now start the audit process for Video Metrix, Mobile Metrix and Media Metrix Multi-Platform.

George Ivie (pictured), CEO and Executive Director of the MRC, comments: 'The Media Metrix service employs methods that are new and different from those used in most traditional media audience measurement systems. After extensive review and much collaborative work done with comScore to validate all aspects of its methodology, we have concluded Media Metrix complies with MRC's Minimum Standards for Media Rating Research, as well as all relevant IAB guidelines'.

Web sites: www.mediaratingcouncil.org and www.comscore.com .