What is MRC Accreditation?
From their website: To secure for the media industry and related users measurement services that are valid, reliable and effective. To evolve and determine minimum disclosure and ethical criteria for media measurement services. To provide and administer an audit system designed to inform users as to whether such measurements are conducted in conformance with the criteria and procedures developed. More information here.
Reuters reports: MRC (Media Rating Council) said it conducted an extensive audit of YouTube, including how its internal standards for determining which videos are suitable to receive advertising compared with industry-body standards. Alphabet Inc’s YouTube said on Tuesday it has become the first digital platform to receive an accreditation from the Media Rating Council.
Why does it matter?
Certification signifies the streaming video service effectively protects its advertisers from appearing on content deemed inappropriate for paid ads.