Platforms

MRC to Begin Pre-Assessment Process of Twitter’s Brand Safety Practices

The social network committed to undergo assessment in all 4 focus areas last December

OpeningTwitterOniPhone1200x675 — Twitter also committed to continuing to work with the Global Alliance for Responsible MediaWachiwit/iStock

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Twitter committed last December to undergo the Media Rating Council’s accreditation process across all four of its focus areas—audience measurement, brand safety, sophisticated invalid traffic filtration and viewability—and the social network revealed the next steps in the process Wednesday.

After the company’s team spent the first half of the year working with the MRC to align on the scope, sequencing and timing of audits, the two parties reached an agreement under which the MRC will conduct a brand safety pre-assessment.

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