Twitter Moves a Step Closer to Media Rating Council Accreditation

The MRC expects the full audit to wrap up during the first half of 2018

Twitter took a major step toward Media Rating Council accreditation Tuesday by submitting “a set of key measurement metrics” for audit.

The MRC said in a release that Twitter is currently in a pre-assessment phase, meaning that independent certified public accountant auditors are reviewing the social network’s compliance with applicable industry measurement standards.

The results of that review will establish a foundation for the next step in the process, a full audit, the MRC said, adding that it expects the pre-assessment stage to wrap up during the fourth quarter of 2017, with the full audit targeted for completion during the first half of 2018.

The audit will examine metrics that Twitter includes in the data feeds it provides to third-party measurement partners, as well as the social network’s own reporting of certain metrics, and the MRC said it also expects to analyze “the ingestion and processing of the Twitter data feeds by the...

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