Amazon DSP receives additional MRC accreditation

April 25, 2024 | Nikki Little

Amazon Ads is pleased to announce that Media Rating Council (MRC) granted accreditation to Amazon DSP for the reporting of display begin-to-render impressions and click-throughs (reported gross and net of general invalid traffic) across the following measurement sources:

  • Third-party exchanges (3PX) within desktop, mobile web and mobile in-app environments
  • Fire TV within Connected TV (CTV) environments

Reporting of MRC accredited metrics is specific to the Industry Standard custom report template (CRT).

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

George W. Ivie, the executive director and CEO of MRC, said, “We congratulate Amazon Ads for expanding the MRC accredited metrics it reports in Amazon DSP to now include rendered display impressions and click-throughs within third-party exchanges (3PX) and Fire TV. This achievement provides advertisers with a new level of assurance that these Amazon DSP metrics comply with industry-accepted standards for quality measurement.”

Founded in the 1960s, MRC is a nonprofit organisation 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 is not accredited by the MRC.