Media Rating Council (MRC) accredited metrics

Last updated: March 9, 2022

The Media Rating Council (MRC) has determined that based on Campaign Manager 360 methodology and Display & Video 360 methodology that some metrics adhere to the industry standard required for accreditation. If a metric is accredited by the MRC a note is present in the metric's definition (see Display & Video 360 metrics or dimensions and Campaign Manager 360 metrics or dimensions). Accredited metrics used in a report builder CSV file are listed in the file's summary section. All other metrics without a note are not accredited by the MRC. 

To report only on MRC accredited metrics you'll need to apply filters to your reports (in offline reporting), and perform some manual calculations. 

Accredited clicks

To report on only MRC accredited clicks and click through rate, you will need to filter out some ad types. Here's how:

  1. Navigate to Report Builder and then New Report and then Standard  and then Basic.
  2. Under "Filters" choose + add filter and then Ad Type.
    1. To filter out click trackers select all ad types except for: Dynamic Click, Static Click, DART Search, Tracking, and Paid Social.
  3. Under "Filters" choose + add filter and then Impression Counting Method.
    1. Only select the Begin to render counting method.
  4. Add Clicks or Click Rate (or both) to your report's metrics.

Gross clicks

All recorded clicks (invalid or valid).

  • Calculate gross clicks with this formula: Clicks + Invalid Clicks.

  • Not available in report builder.

Clicks are not MRC accredited for sophisticated invalid traffic (SIVT) filtration for Campaign Manager 360 or Display & Video 360.

Accredited impressions (begin to render, viewable) and tracked ads

In order to separate invalid traffic out from total begin to render impressions, you may find the following calculations useful:

Gross Begin to Render Impressions

Not available in report builder.

  • Calculate gross impressions with this formula: Begin to Render Impressions + Invalid Begin to Render Impressions.
    • This formula can also apply to Invalid Active View metrics (of the same type) or Tracked Ads. For example, Active View: Viewable Impressions + Invalid Active View Viewable Impressions or Tracked Ads + Invalid Tracked Ads.

Total net impressions

Only valid Begin to Render Impressions. They have been filtered for traffic quality. Available in report builder.

  • This is the Begin to Render Impressions metric. It is the equivalent of gross Begin to Render Impressions - Invalid Begin to Render Impressions.
    • This also applies to Invalid Active View metrics (of the same type).
    • This also applies to Tracked Ads.

Mobile app Begin to Render Impressions and Tracked Ads are not MRC accredited for SIVT filtration for Campaign Manager 360 and Display & Video 360.

Net of general invalid traffic impressions

Impressions with general invalid traffic filtered out. Sophisticated invalid traffic is part of the total. Not available in report builder.

Calculate with the following formulas:

  • Begin to Render Impressions (Net of GIVT):  Begin to Render Impressions + Invalid Begin to Render Impressions - General Invalid Traffic (GIVT) Begin to Render Impressions
  • Tracked Ads (Net of GIVT)Tracked Ads + Invalid Tracked Ads - General Invalid Traffic (GIVT) Tracked Ads
  • Viewable impressions (Net of GIVT): Active View: Viewable Impressions + Invalid Active View Viewable Impressions - General Invalid Traffic (GIVT) Active View Viewable Impressions
  • Non-viewable impressions (Net of GIVT): [Active View: Measurable Impressions + Invalid Active View Measurable Impressions - General Invalid Traffic (GIVT) Active View Measurable Impressions] - [Active View: Viewable Impressions + Invalid Active View Viewable Impressions - General Invalid Traffic (GIVT) Active View Viewable Impressions]
  • Unmeasurable impressions (Net of GIVT): [Active View: Eligible Impressions + Invalid Active View Eligible Impressions - General Invalid Traffic (GIVT) Active View Eligible Impressions] - [Active View: Measurable Impressions + Invalid Active View Measurable Impressions - General Invalid Traffic (GIVT) Active View Measurable Impressions]

  • Viewable % (Net of GIVT): [Active View: Viewable Impressions + Invalid Active View Viewable Impressions - General Invalid Traffic (GIVT) Active View Viewable Impressions.] / [Active View: Measurable Impressions + Invalid Active View Measurable Impressions - General Invalid Traffic (GIVT) Active View Measurable Impressions]

Accredited environments and inventory

You may also want to filter your report to only MRC accredited format types and environments.  Accredited metrics apply to desktop display, desktop video, mobile app display, mobile app video, mobile web display, and mobile web video.

For Display & Video 360 Youtube and Partners ads, accredited metrics apply to all in-stream ads. YouTube inventory is not accredited for Campaign Manager 360, so use Display & Video 360 Report Builder to access accredited YouTube metrics.

You can filter your report by:

  • Media Type and then Display for display ads.
  • Media Type and then  Video for video ads.
  • Platform Type (in Campaign Manager 360) and then Mobile Smartphone and Tablet for modern mobile devices.
  • Device Type (in Display & Video 360) and then Desktop, or Smartphone  and Tablet.
  • Environment and then Web or Environment and then App to see only web or app environments.

You can filter out the following inventory sources that aren't accredited:

  • Inventory Commitment (in Display & Video 360) and then Guaranteed for guaranteed deals.  

You can filter out the following video environments that aren't accredited:

  • Platform Type (in Campaign Manager 360) and then Connected TV for connected TV devices (Roku, Android TV, Apple TV, etc.) 
  • Device Type (in Display & Video 360) and then Connected TV for connected TV devices (Roku, Android TV, Apple TV, etc.) 

You can filter out the following content positions that aren't accredited:

  • Position in Content (in Display & Video 360) and then Unknown - Out-stream 

 

Measurement Source

You may also want to filter your report to only MRC accredited measurement sources.

You can filter your report by: 

  •  Measurement Source and then Measured 

Sources other than Measured aren't MRC accredited.

Impression counting method

Clicks and viewability related metrics are only accredited for specific impression counting methods.

You can filter your report by: 

  • Impression counting method and then Begin to render

Methods other than "Begin to render" aren't MRC accredited for clicks and viewability based metrics.

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Search
Clear search
Close search
Google apps
Main menu
Search Help Center
true
true
true
69192
false
false