MRC Releases Digital Audio Measurement Standards

In the US, the Media Rating Council (MRC) has released the final version of its Digital Audio Measurement Standards, which outline measurement and reporting requirements for digital audio ads and content in either a browser or app that require a software-based audio player.

Developed in collaboration with a large working group of organizations involved in the digital audio industry, the guidelines apply to ads and content regardless of whether they are delivered through a digital audio streaming environment or through download. They include a requirement that measurements occur on the client side, as server-side transaction records are considered subject to overstatement and general inaccuracy.

A definition of an 'audio ad impression' is also included, requiring the ad to have been played with the digital audio player in a non-muted state and at a non-zero volume, and filtered for invalid traffic using methods compliant with the requirements of the MRC's Invalid Traffic Detection and Filtration Guidelines. In addition, the concept of an 'Audible Ad Impression' has been introduced as the audio equivalent of a Viewable Ad Impression: the ad also must play for a minimum duration of two continuous seconds, in addition to other requirements.

George Ivie (pictured), Executive Director and CEO of the MRC, explains: 'These new standards will advance the state of digital audio measurement, and make it more comparable with measurement of other media types. As measurers step forward to be audited and ultimately accredited against these standards, buyers of digital audio advertising will be able to gain assurance that the measurements on which they evaluate their digital ad investments - whether those ads appear in streaming audio, audio podcasts, or other relevant digital audio environments - serve as a true reflection of the exposure of these ads to audiences'.

Web site: www.mediaratingcouncil.org .