MRC Renews Accreditation for comScore Media Metrix

In the US, the Media Rating Council (MRC) has continued its accreditation of comScore's flagship syndicated digital audience measurement service, Media Metrix.

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 solution was first MRC accredited in 2016 for digital desktop/laptop audiences.

MRC CEO George Ivie (pictured) comments: 'Media Metrix employs some inventive methods that, while untraditional, are nevertheless effective and compliant with MRC's standards. We look forward to continuing our work with comScore and to extending our assessments of comScore's digital audience measurements beyond Media Metrix's desktop and laptop traffic measurement to also include comScore's audience measurements for other online platforms, such as mobile'.

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