Epsilon Wins First MRC Approval for Outcomes Measure

US data analytics company Epsilon is the first company to receive Media Rating Council (MRC) accreditation for a service measuring the connection between a consumer event - such as a purchase - and a digital ad served.

The MRC endorsement is for Epsilon's PeopleCloud Digital Media Solutions platform (formerly known as Conversant), used to create personalized consumer journeys. According to the firm, the recognition validates the ability of the PeopleCloud DMS to tie online and off-line marketing events to business outcomes. MRC's accreditation process evaluated the correlated outcome, tracked ads, and rendered impression metrics available through PeopleCloud DMS, along with internal procedures in areas that included first-party onboarding, data flow to reporting, and the detection of defined outcomes.

George Ivie, Executive Director and CEO of the MRC, comments: 'We congratulate Epsilon for meeting the standards required to gain MRC accreditation for its correlated outcomes measure. In offering the first metric to be accredited by the MRC that connects a digital advertisement to a defined consumer event, even if that subsequent event occurs offline, Epsilon PeopleCloud DMS has provided a view into future directions for measurement'.

Publicis-owned Epsilon, which is led by CEO Bryan Kennedy (pictured), is online at www.epsilon.com .