MRC and CMAC Announce China Measurement Priorities

The Media Rating Council (MRC) and the China Media Assessment Council (CMAC) have set out their joint agenda for validating digital audience measurement in China.

Last year, CMAC and MRC jointly reviewed the audit findings relating to Miaozhen, AdMaster and Nielsen digital audience measurement products (although (AdMaster's TrackMaster service was later withdrawn from the MRC accreditation process). Since then, discussions relating to aspects of the China digital marketplace have led to the two organizations establishing a set of priorities and action plans for 2019.

These priorities include promoting the development of industry tools for invalid traffic and fraud filtration and auditing and accrediting vendors of these tools, with a focus on mobile and in-app environments. In addition, they will be seeking vendors with specialist quality techniques for the measurement of metrics such as ad impressions, location and ad performance, ad validation and brand safety; and will validate these vendors accordingly. The pair also want to hook up with other associations, to validate and facilitate the adoption of more standardized measurement techniques.

Working with a joint task force of MRC and CMAC members, the bodies plan to draw up new standards for China, covering areas such as cross-media measurement and media value metrics. CMAC is an independent working unit within the China Advertising Association (CAA), and the China standards will be supervised by CAA and released jointly by CAA/CMAC after public commentary. MRC will support these efforts in China as they evolve, with joint responsibility for the initiative eventually moving to CMAC.

MRC is on the net at: www.mediaratingcouncil.org while CMAC, which is led by CEO Peggy Wong (pictured), is online at: www.china-aa.org .