OPEN FOR SCRUTINY

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.