Twitter Moves a Step Closer to Media Rating Council Accreditation

The MRC expects the full audit to wrap up during the first half of 2018

Twitter is currently in a pre-assessment phase with the MRC Getty Images
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Twitter took a major step toward Media Rating Council accreditation Tuesday by submitting “a set of key measurement metrics” for audit.

The MRC said in a release that Twitter is currently in a pre-assessment phase, meaning that independent certified public accountant auditors are reviewing the social network’s compliance with applicable industry measurement standards.

The results of that review will establish a foundation for the next step in the process, a full audit, the MRC said, adding that it expects the pre-assessment stage to wrap up during the fourth quarter of 2017, with the full audit targeted for completion during the first half of 2018.

The audit will examine metrics that Twitter includes in the data feeds it provides to third-party measurement partners, as well as the social network’s own reporting of certain metrics, and the MRC said it also expects to analyze “the ingestion and processing of the Twitter data feeds by the third parties” to see the full picture.

Metrics being pored over include:

  • Gross tweet impression counts (including earned impressions)
  • Net tweet impression counts (including earned impressions)
  • Viewable video impressions
  • Tweet sessions (and related duration metrics)
  • Video sessions (and related duration metrics)

When the audit is done, the CPAs will submit their report to an MRC audit committee, which will then decide whether Twitter will receive accreditation. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: October 24, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT