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Business Today - - THE BUZZ SOCIAL UNIVERSE -

SO­CIAL ME­DIA plat­forms’ met­rics to mea­sure the im­pact of ad­ver­tis­ing on their plat­forms has been a bone of con­tention among dig­i­tal mar­keters for their lack of trans­parency. Twit­ter has fi­nally opened up its ad busi­ness to an au­dit from the Me­dia Rat­ing Coun­cil (MRC), the in­dus­try group that man­ages ac­cred­i­ta­tion for me­dia re­search and rat­ing. “Twit­ter for­mally agreed to sub­mit a set of key mea­sure­ment met­rics for MRC ac­cred­i­ta­tion con­sid­er­a­tion, and has be­gun the first phase of the ac­cred­i­ta­tion process,” the MRC said. MRC will look at Twit­ter’s data feed to an­a­lyse how pre­cisely the com­pany reports ads and im­pres­sions. It will also au­dit third­party data firms that brands use to han­dle Twit­ter met­rics.

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