MRC publishes standards for digital place based audience measurement

The standards, which have been in development for nearly three years, provide the framework for syndicated audience measurement methodology as well as a benchmark for auditing the processes behind this measurement.

The MRC suggests that the standards document should be considered in conjunction with the DPAS’s audience metrics guidelines, published in 2008, which describe the general principles for measurement of digital place-based media. 

"This is a significant milestone in the evolution of our industry," said Barry Frey, president & CEO of DPAA. "These standards open the door for us to provide syndicated, audited audience data to media planners, which in turn will put us in a stronger position to garner our rightful share of advertising budgets."