MRC Revokes Accreditation For Triton Digital's Webcast Metrics

At a time when ad-supported audio streaming services, especially podcasts, are growing in demand on Madison Avenue, a long-standing supplier of digital audience metrics has had its accreditation revoked by the industry's self-regulatory body, the Media Rating Council (MRC).

The MRC, which announced the revocation of Triton Digital's Webcast Metrics last last week, as part of a periodic disclosure on the status of various media audience ratings services, did not state why, but it did say that Triton Digital chose to withdraw for its accreditation process.

Triton Digital's Webcast Metrics were first accredited by the MRC in April 2011.

"MRC accreditation is a critical next step that ensures both buyers and sellers can have absolute confidence in the audience data they plan and negotiate with. Moving forward we will continue to improve and innovate our offerings, providing the marketplace with the best data possible," a Triton executive stated when it first announced the accreditation.



1 comment about "MRC Revokes Accreditation For Triton Digital's Webcast Metrics".
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  1. Ed Papazian from Media Dynamics Inc, April 18, 2022 at 2:27 p.m.

    Buers and sellers can have great confidence that an audience measurement service is actually doing what it claims to be doing and that it is following accepted methods for obtaining, processing and reporting the data, etc.,  however MRC accreditation, while very important, does not tell us whether the findings are correct as a layperson might understand it. The same point is also true for so the so-called "margin of error" ranges that we see mentioned for many polls and surveys. These have nothing to do with "accuracy". They merely give us statistical gambler's odds that repeating the same survey with the same methodology and sample size will give us the same answers---even if these are far off the mark where reality is concerned.

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