MRC Finalizes Invalid Traffic Guidelines

The Media Rating Council (MRC) has issued the final version of its Invalid Traffic (IVT) Detection and Filtration Guidelines, as it looks to continue the war on fraudulent advertising.

The guidelines were first rolled out for public consultation in July, and have also been informed by the proceedings of an Invalid Traffic working group, which included the IAB, the Mobile Marketing Association, and the Trustworthy Accountability Group. MRC says all vendors seeking first-time accreditation or continuation of accreditation for any digital measurement processes will be assessed against them, in addition to any other applicable digital measurement guidelines.

George Ivie (pictured), MRC CEO and Executive Director, comments: 'This is an incredibly important project necessary for the overall health of the measurement ecosystem and a major step toward reducing the risks that invalid and fraudulent traffic will be included in measured counts, and the costs associated with that. We're pleased to adopt these guidelines, which include invaluable input from experts across industry interests and organizations'.

The new guidelines can be found at: http://mediaratingcouncil.org/101515_IVT%20Addendum%20FINAL%20(Version%201.0).pdf .