• by George Ivie , Today

While the most visible aspect of the Media Rating Council (MRC) is the accreditation that is provided to measurement vendors who are assessed as being in compliance with relevant MRC standards, a significant benefit to the industry that is not as well known - or as visible - are quality enhancements that are achieved by the measurement vendor when seeking compliance as a function of the audit process.

The MRC accreditation process is comprised of two distinct parts -- a pre-audit phase and the audit itself -- with actual accreditation being granted once voted on by MRC audit committee members and its board.

The pre-audit phase, which is known as a gap analysis, is designed to work collaboratively with the measurement vendor seeking accreditation to assess their readiness for audit. This phase is mandatory for first time digital auditees as well as other initial submissions that qualify and identifies significant gaps providers might have in their compliance with related standards.

In this phase, providers commit in good faith to continue with the audit process, with the first step being to address compliance gaps through adjustments to methodology, technology, internal controls or systems.

A coordination document is prepared outlining audit scope, timing, fees and procedures for the audit (based on results of the pre-audit).  Once the actual audit commences, the MRC staff serve in an oversight and administrative role. Audit tests and analytical processes are conducted by CPAs culminating with a thorough, neutral, fact-based assessment of compliance with Standards.

This is a combination of "process" evaluation and testing that includes controls testing, data analytics, design activity testing and inspection of required disclosures; the audit does not simply evaluate that a provider does what they say they do, but assesses the service against industry accepted Standards to determine if the measurement is valid, reliable and effective for its use.

Once completed, an initial draft report is prepared by the CPA firm and shared with the measurement service being audited to review and respond to findings. An Audit Committee comprised of MRC member measurement users, many of which may be clients of the provider, is then formed and an audit review meeting is conducted, where accreditation actions are voted on by MRC members that review the results. The audit and evaluation process is conducted annually for each provider.

MRC standards, developed in conjunction with the industry, are designed to establish criteria necessary for effective measurement and continuous improvement in changing media landscapes.

Hence, the MRC's process to ensure a provider is in compliance with a Standard has the effect of enhancing their quality. Each provider that successfully goes through accreditation and undertakes the steps needed to address compliance gaps, improves their quality, often making meaningful changes to their measurement, controls and transparency, and in turn contributes to advancement of quality in the industry overall.

While measurement service providers, in pursuit of competitive advantages, continually innovate and look to enhance quality on their own, there are few mechanisms in the industry to motivate quality enhancements based on criteria that the industry itself has deemed critical.

The independent verification that the MRC provides is an important source of trust for the industry, helps provide users confidence that when working with an accredited provider they are working with a service that meets published industry Standards and that measurement has been independently audited. The accreditation process itself wherein measurement users review detailed audits and mandated vendor disclosures is a valuable source of transparency helping to provide confidence to the industry.

But in addition to building confidence, the accreditation process itself helps fuel advancement of quality within measurement services and in a manner that is aligned with industry-developed standards criteria.