Google's clean room-based Ads Data Hub for measurement and analytics, which helps advertisers share data and understand the effectiveness of their advertisements, has been accredited by the Media Rating Council (MRC).
Accreditation is important because it ensures the information and services provided by the vendor and the data provider is reliable and valid.
"Today, we're announcing Media Rating Council (MRC) accreditations for Ads Data Hub, a first for a clean-room-based measurement product in the industry," Prema Sampath, group product manager of Analytics, Insights and Measurement at Google, wrote in a post.
Accreditation covers desktop, mobile web and mobile in-app for YouTube and Google Video Partners video ads on Google Ads, Display & Video 360 and YouTube Reserve, as well as the processes used in the matching of unique audience identifiers.
Comscore, DoubleVerify, Dynata, Kantar, Integral Ad Science, Nielsen, and Moat by Oracle have completed migration and switched to Ads Data Hub-based reporting. The company has been working with Google for the past year to migrate their services.
These partners are in addition to those already reporting on YouTube. Sampath expects many of these partners to independently seek MRC accreditation of their Ads Data Hub-based reporting.