MRC Issues Ad Fraud Rules 

Amid growing concern over online advertising fraud, the Media Rating Council has issued new guidelines for digital media vendors and companies to follow in order to detect and filter out “invalid traffic” generated by non-human sources like bots.

The industry organization, official arbiter of media ratings in the U.S., said it expects all MRC-accredited organizations to comply with the new guidelines. All future applicants for accreditation will be evaluated for compliance with them.

The MRC highlighted a number of key points in the guidelines, including the requirement for enhanced internal controls covering employee behavior policies, partner qualification processes, analysis of acquired or paid traffic, periodic risk assessments, and the correct procedure for challenging a decision to remove invalid traffic.


Read more: MRC Issues Ad Fraud Rules 10/28/2015