Keeping up with the pace of advertising, MRC proposes updates to its ad verification guidelines
MRC's updates provide new verification requirements for contextual advertising and allow brands to create a list of categories that are "never appropriate" for their programmatic ads.
As the digital advertising landscape evolves, so must the rules governing it. Responding to industry changes such as an increase in contextual targeting, the Media Rating Council (MRC) announced proposed updates to its existing ad verification guidelines Tuesday.
The changes — developed with the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) — provide more granular detail to the IAB’s existing Ad Verification Guidelines, which were issued in 2012.