Quantcast's Quantified Publisher Program Gains Media Rating Council Accreditation

First Syndicated Online Measurement Service to Achieve Certification for Compliance with IAB Measurement Standards

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Jun 09, 2010, 08:00 ET

SAN FRANCISCO, June 9 /PRNewswire/ -- Quantcast announced today it is the first, and only, company to have its syndicated online traffic measurement service receive official accreditation from the Media Rating Council (MRC). Following an extensive audit process, the company has achieved accreditation by the MRC for select Quantified Publisher data. MRC accreditation provides customers of Quantcast's free Quantified Publisher program the highest level of confidence of compliance with the Interactive Advertising Bureau's (IAB) advertising impression and audience reach measurement guidelines. Millions of web destinations have chosen Quantcast's free online measurement solution, which provides real time, accurate and reliable information on digital audiences.

MRC accreditation certifies that the Quantcast Quantified Publisher program and the company's processes supporting this service adhere to industry standards for online traffic measurement. Quantcast did not seek accreditation for traffic estimates from 'non-Quantified' sites, those not using Quantcast Measurement tags, nor for its demographic estimates.

"We'd like to congratulate Quantcast on the accreditation of Quantified Publisher," said MRC Executive Director, CEO George Ivie. "We were impressed with many of the innovations introduced by Quantcast in this product, and its accreditation is a notable step in the continuing evolution of the state of online measurement. We look forward to continuing our work with Quantcast to bring additional elements of its product line into the audit and accreditation process."

The mission of the MRC is to secure for the media industry, and related users, audience measurement that is valid, reliable and effective. To merit MRC accreditation, Quantcast demonstrated that it:

Adheres to the MRC's Minimum Standards for Media Rating Research and the Interactive Advertising Bureau's (IAB) Ad Impression Guidelines, Digital Video Ad Impression Guidelines and the Audience Reach Measurement Guidelines
Provides transparency by providing full and complete information to the MRC regarding all details of its operation, including disclosing methodology details
Conducts its processing and reporting substantially in accordance with representations to its clients and the MRC, and
Submits to, and pays the cost of, thorough annual audits of its procedures by CPA firms engaged by the MRC

"The IAB applauds Quantcast for achieving MRC accreditation for select Quantified Publisher data. This milestone is a critical phase in meeting marketplace demand for full measurement service accreditation," said Randall Rothenberg, President and CEO of the IAB. "By successfully completing the MRC audit, Quantcast is making a huge contribution to the credibility of online advertising metrics."

The ad campaign measurement guidelines were developed by the Interactive Advertising Bureau (IAB) in conjunction with its members and representatives from the major online publishers and ad serving organizations around the world. Published in 2004, the guidelines address long-standing marketer and agency needs for a standardized method of measuring interactive advertising impressions.

"Quantcast measurement is completely free, but that doesn't mean we don't take audience quantification very seriously," said Konrad Feldman, Quantcast CEO and Co-Founder. "Gaining MRC accreditation for our core measurement capabilities demonstrates our commitment to the millions of web destinations that have made us the world's favorite audience measurement service."

About MRC

The Media Rating Council (MRC) is a nonprofit industry association whose members consist of the blue chip companies of our industry including television and radio broadcasters, cable casters, print organizations, advertisers, Internet organizations, advertising agencies and industry trade associations. The MRC charter is to maintain audience research confidence and credibility with the goal of securing for the industry audience measurement services that are valid, reliable and effective. The MRC was formed in 1964 at the urging of the United States Congress. Audience measurement services desiring MRC Accreditation are required to disclose to the MRC membership (and all customers) all methodological aspects of their service; meet MRC Minimum Standards For Media Rating Research; and submit to MRC designed audits to authenticate and illuminate their procedures. The membership evaluates these audits and the MRC Board grants Accreditation if deemed warranted. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of Research in the marketplace. Further information about MRC's accreditation and auditing procedures can be obtained from: www.mediaratingcouncil.org or Executive Director, Media Rating Council, Inc., 420 Lexington Avenue, Suite 343, New York, NY 10170.

About IAB

Founded in 1996, the Interactive Advertising Bureau (IAB) represents leading interactive companies that are actively engaged in, and support the sale of interactive advertising. IAB boasts over 375 members that are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit www.iab.net.

About Quantcast

Quantcast measures and organizes the world's audiences in real-time so advertisers can buy, sell and connect with the people who matter most to them. Ranked Fast Company's # 3 Most Innovative Company on the Web for 2010, the company is used by the top 10 media agencies in the US, the world's largest brands and more than half of the top advertising supported publishers. Quantcast connects the planning, buying, and media fulfillment processes, delivering the marketplace's most consistent and accountable audiences. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures and Cisco Systems. Come Get Quantified™ at www.quantcast.com.

SOURCE Quantcast