Amazon DSP receives MRC accreditation

August 23, 2022 | Krishna Rathnam

Amazon DSP is Amazon Ads’ demand-side platform, which allows Amazon Ads customers to programmatically buy ads to reach new and existing audiences on and off Amazon. We are pleased to announce Amazon DSP has received Media Rating Council accreditation on certain Amazon owned-and-operated retail properties, including Amazon.com, Amazon's mobile webpage and the Amazon Shopping app, for measurement of display begin to render (BTR) impressions and clicks (reported gross and net of general invalid traffic) within desktop, mobile web, and mobile in-app environments, as reported within the Industry Standard custom report template (CRT).

Amazon Ads recently received MRC accreditation for Sponsored Products’ click metrics inclusive of sophisticated invalid traffic (SIVT) filtration for placements throughout Amazon’s store. As part of our commitment to providing our advertisers with transparency and control over their marketing spend, we continued our collaboration with the MRC to perform an independent audit of Amazon DSP display clicks and impressions metrics on Amazon owned-and-operated retail properties.

MRC accreditation follows an audit process spanning multiple areas, including and not limited to processes established to maintain integrity of systems, onboarding, collection and measurement, reporting, and information disclosures.

“We congratulate Amazon Ads on the extension of MRC accreditation to its measurements of display ad rendered impressions and clicks on Amazon DSP’s O&O retail properties,” noted George W. Ivie, MRC’s Executive Director and CEO. He added, “This is further demonstration of Amazon Ads’ commitment to providing advertisers and publishers with valid and reliable measurements, and we look forward to continuing our work with them going forward.”

Created in the 1960s, MRC is a non-profit organization that establishes minimum standards for media and advertising measurement, and administers an accreditation process to verify compliance with those standards.

Learn more about Amazon DSP here. All other reporting outside the Industry Standard CRT and its filters should be considered unaccredited by MRC.