Facebook Could Lose a Key Ad Accreditation. Will Anyone Care?

Even if the Media Rating Council removes its stamp of approval, some buyers say their habits won’t change

Facebook is in danger of losing a key accreditation from the Media Rating Council, a nonprofit that certifies the reliability of audience measurement services.

The platform is in the middle of an annual audit that puts certain areas under scrutiny, including desktop display impressions, mobile web advertising, mobile application advertising, invalid traffic and the minimum standards the latter of which all MRC members adhere to.

MRC already addressed several concerns it has with Facebook in a letter to the company, The Wall Street Journal reported, including its failure to “separate statistics for video advertising from those for static display ads.”

A spokesperson for Facebook said the company acknowledged it had “exchanges” with MRC, which “are part of the audit process,” and would continue working with it on accreditation.



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