The MRC accreditation doesn’t cover iSpot’s audience measurement service, which relies mainly on big data sets such as automated content recognition (ACR) from smart TVs and return-path data from cable set-stop boxes. But it could be a step in that direction.
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“Having third-party verification of our data quality and standards is as important to us as it is to the MRC,” said Sean Muller, iSpot founder and CEO, in a statement. “Our ad occurrence measurement is foundational to all of our other solutions. We look forward to continuing to work alongside the MRC in the future on auditing our other services, such as audience measurement and CTV verification.”
ISpot’s measurement is offered as a rival currency by some networks, including NBCUniversal and Paramount and, by next year, Amazon Prime for “Thursday Night Football,” without MRC accreditation.