MediaMind Gains 'First 3rd Party' MRC Accreditation

In New York, digital ad platform MediaMind Technologies has gained accreditation from the Media Rating Council (MRC) for its 'Unique Impressions and Average Frequency' metrics, which statistically adjust for cookie deletion to project the actual number of users who see an ad.

The accreditation has been made under the IAB's (Interactive Advertising Bureau) Audience Reach Measurement guidelines, which were rolled out in 2009, to provide definitions of key metrics and create a single standard for measuring web audience sizes.

MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats.

It claims to be the first third party ad serving provider to win the MRC accreditation under four main metrics: ad serving, rich media measurement, broadband video and audience reach measurement. This, suggests MRC CEO George Ivie, demonstrates the company's commitment to upholding and maintaining the IAB industry standards which 'foster trust and best practices for all online advertisers'.

MediaMind says it overcomes the problems of cookie deletion and cookie blocking using a statistical algorithm that calculates a campaign's actual audience reach and frequency, adjusting metrics to avoid over-counting.

'In this fragmented digital landscape, it's not enough for brands to attain a global presence and reach,' states MediaMind founder and CEO Gal Trifon (pictured). 'Equally important are reliable and meaningful measurements and MediaMind is proud to offer both.'

Web site: www.mediamind.com .