The MRC Is Cracking Down On Invalid Traffic, But Discrepancy Issue Lives On | AdExchanger

Despite ongoing efforts by the Media Ratings Council to close the reconciliation gap between vendors, discrepancies continue to haunt viewable impression counts.

And there are some who say the MRC is needlessly adding complexity to the process with its reporting requirements.

“There’s a lot of slicing and dicing of the data going on,” said David Hahn, SVP of product management at Integral Ad Science.

Read more: The MRC Is Cracking Down On Invalid Traffic, But Discrepancy Issue Lives On | AdExchanger