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. 

Read more: Daily Research News Online no. 21696 – MRC Finalizes Invalid Traffic Guidelines