The Most Powerful Player in Media You’ve Never Heard Of

Across the media landscape, high-stakes battles are raging over measurement.

In the online world, there’s controversy over how to measure the “viewability” of ads – proof that a person is able to actually see them. In the TV world, networks say traditional ratings aren’t adequately measuring viewing on digital platforms.

At the center of the storm is a body few in the media industry pay attention to: the Media Rating Council.

The little-known New York-based outfit, a non-profit founded in the 1960s, is the lone organization setting the rules for how media consumption is tracked. It is charged with accrediting and auditing the Nielsens and Rentraks of the world, putting it in position to influence the flows of billions of advertising dollars in television and online in coming years.

Via http://blogs.wsj.com/cmo/2015/03/05/the-most-powerful-player-in-media-youve-never-heard-of/