As the digital advertising landscape evolves, so must the rules governing it. Responding to industry changes such as an increase in contextual targeting, the Media Rating Council (MRC) announced proposed
updates to its existing ad verification guidelines Tuesday.
The changes — developed with the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) — provide more granular detail to the IAB’s existing Ad Verification Guidelines, which were issued in 2012.
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