Amazon DSP receives additional MRC accreditation

August 16, 2023 | By Yoni Tamir


Amazon Ads is pleased to announce that Amazon DSP has received accreditation from the Media Rating Council (MRC) across Amazon Publisher Services (APS) and IMDb supplies for measurement of display begin-to-render (BTR) impressions and click-throughs within desktop, mobile web, and mobile in-app environments, as reported gross and net of general invalid traffic within the Industry Standard custom report template (CRT).

Amazon DSP, the demand-side platform from Amazon Ads, helps brands programmatically buy ads to reach new and existing audiences anywhere they spend their time. Amazon Ads had previously received MRC accreditation for BTR impressions and click-through metrics on Amazon DSP across display supply on Amazon retail properties. As part of the Amazon Ads 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 and assessment of APS and IMDb on Amazon DSP.

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 achieving MRC accreditation across more of Amazon DSP, and, in doing so, ensuring its advertisers can feel even more confident that Amazon DSP metrics comply with industry-accepted standards for quality measurement.”

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