MRC Accreditation

MRC accreditation is a Media Rating Council certification that a measurement methodology meets the MRC's defined industry standards. The MRC, founded 1963, is a non-profit body that audits measurement vendors — Nielsen, Comscore, IAS, DV, MOAT, and many others — against rigorous reproducibility and validity standards. Accreditation is required for any "viewability" or "audience-measurement" claim that buyers will treat as billable.

The MRC's viewability standards are the canonical reference: 50% of pixels in view for 1 second (display) or 2 seconds (video). The MRC's invalid-traffic (IVT) standards define fraud filtering — pre-bid blocking, post-bid detection, sophisticated invalid traffic (SIVT). The MRC's audience-measurement standards govern how Nielsen, Comscore, and others claim panel-projection accuracy.

For DOOH, MRC has been formalizing the standard since 2023 — the Audience Measurement Working Group's DOOH subcommittee published draft guidelines for sensor-counted vs. modeled impressions in 2025. The 2026 working version requires that sensor-counted DOOH impression claims meet specific accuracy thresholds (within ±5% of audited ground truth) and that the methodology be documented and reproducible.

Trillboards is working toward MRC accreditation for the sensing SDK's impression-counting methodology — the 2026 target is full accreditation under the DOOH-specific standard once it's ratified.