RESTON, Va., April 11, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that it has received accreditation from the Media Rating Council (MRC) for its comScore Direct service, which provides filtered census data for publishers in accordance with IAB guidelines and MRC standards. The census-level web site measurement data in comScore Direct is combined with panel-based measurement in comScore's proprietary Unified Digital Measurement (UDM) platform. UDM is currently under review by the MRC.
MRC accreditation certifies that comScore's data collection processes for the comScore Direct service adheres to industry-accepted standards for digital media measurement. The MRC audits and accredits audience measurement services to ensure that the advertising industry has valid and reliable methods of measuring audiences in support of the buying and selling of advertising. The MRC's digital audience measurement accreditation relies in part on the Audience Reach Measurement Guidelines established by the Interactive Advertising Bureau (IAB).
"We are excited to announce that comScore Direct has received MRC accreditation," said Josh Chasin, comScore chief research officer. "This is a significant milestone in our ongoing relationship with the MRC, and we look forward to continued progress as we work together to expand the pool of comScore-accredited services."
"We are delighted that comScore Direct is now accredited by the MRC," said George Ivie, CEO and Executive Director of the MRC. "The accreditation of comScore Direct represents the first publicly recognizable milestone in a very large and unique audit that spans the Media Metrix products, underscoring comScore's commitment to quality and to the MRC process."
"The IAB has been a vocal proponent of MRC accreditation," said Randall Rothenberg, President/CEO, IAB. "We congratulate comScore on achieving this accreditation from the MRC and for its commitment to transparency."
The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 60 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.
SOURCE comScore, Inc.