The Media Rating Council (MRC) recently announced a new initiative focused on curbing digital ad fraud. Specifically, the project intends to “modernize and strengthen industry standards for the filtration and disclosure of invalid digital traffic,” per a release.
The MRC spells out several ways it plans to improve the filtration and disclosure of fraudulent traffic, including an expansion of filtration requirements that will ask more of “downstream” partners in the ad ecosystem. The MRC also wants to see more consistency -- even among different MRC accredited vendors -- when it comes to filtration results. No specifics were given as to how the MRC plans to do this.
Per the release, the project is already underway and will take place over the next several months. The MRC plans to release its findings by the end of 2014.