Media Rating Council (MRC) accredited metrics

The Media Rating Council (MRC) has determined that based on Campaign Manager 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 and Campaign Manager metrics). 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. 

MRC 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
  3. To filter out click trackers select all ad types except for: Dynamic Click, Static Click, DART Search, Tracking, and Paid Social.
  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 or Display & Video 360.

MRC accredited impressions

Some impressions metrics in Report Builder are accredited by the MRC. 

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

Gross impressions

All recorded impressions (invalid or valid). Not available in report builder.

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

Total net impressions

Only valid impressions. They have been filtered for traffic quality. Available in report builder.

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

Mobile app Impressions are not MRC accredited for SIVT filtration for Campaign Manager. Impressions are not MRC accredited for SIVT filtration for Display & Video 360.

Net of general invalid traffic impressions (Campaign Manager only)

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:

  • Impressions (Net of GIVT): Impressions + Invalid Impressions - General Invalid Traffic Impressions.
  • 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]

MRC accredited environments

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

You can filter your report by:

  • Ad Type > Standard for desktop ads.
  • Ad Type > In-Stream Video for video ads.
  • Platform Type (in Campaign Manager) > Mobile Smartphone and Tablet for modern mobile devices.
  • Device Type (in Display & Video 360) > Desktop, or Smartphone  and Tablet.
  • Environment > Web or Environment > App to see only web or app environments.

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

  • Platform Type > Connected TV for connected TV devices (Roku, Android TV, Apple TV etc.) 

Measurement Source

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

You can filter your report by: 

  •  Measurement Source > Measured 

Sources other than Measured aren't MRC accredited.

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