03/21/2017

Breaking Down Walls

How independent audits can improve communication

The Association of National Advertisers (ANA) and its members have been concerned about the walled-garden nature of many tech-driven ad platforms. The association is making some progress on the issue, but now wants more tech companies to step up.

When Facebook last year announced it had misstated key engagement metrics in regard to video views, it drew attention to a problem that had been dogging the ad industry for a while: the fact that Facebook’s numbers were not independently audited.

Last month, however, Facebook agreed to audits by the Media Rating Council. Soon afterward, Google announced it was expanding its MRC accreditation to YouTube videos.

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