Twitter Agrees to MRC Audit of Its Advertising Metrics

Twitter is opening its ad business to an audit from the Media Rating Council, the industry group that has been doing independent ad measurements for decades.

“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 Media Rating Council said on Tuesday.

The audit will look directly at Twitter’s data feeds to evaluate how accurately the company reports ad impressions and video views. The MRC will also audit third-party data firms that brands use to handle Twitter metrics.

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