Twitter Begins 'Brand Safety' With MRC: Audits On Measurement, Viewability, SIVT To Follow

Twitter this morning announced it is beginning a brand safety audit process with industry ratings watchdog, the Media Rating Council (MRC).

In a post on the Twitter blog this morning, the company said it signed an agreement with the MRC to begin a brand safety “pre-assessment” and that the MRC will conduct an audit to assess Twitter’s compliance with brand safety when serving ads “ in environments including Home timeline, User profiles, Search results, and our Amplify pre-roll product.”

The company said it would use the findings of the pre-assessment process to determine the “audit-readiness” of its brand safety operations, methodology, processing, reporting and disclosures in order to improve and/or remediate “any gaps.”

Twitter said it was simultaneously working with the MRC to develop the “scope and timelines” for similar audits covering audience measurement, viewability and sophisticated invalid traffic filtration.

“We expect to tackle the audience measurement audit next, with the remaining two to follow in sequence,” the company said in the post, but did not provide an explicit timeframe.



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