named programs · 5 · from sources
What they call their work
AI Use in Media Measurement Guidance
Publishes guidance on the ethical and effective use of artificial intelligence in media measurement systems.
Accreditation Program
Conducts independent audits and grants accreditation to media audience measurement services that meet MRC's standards for validity, reliability, and effectiveness.
Digital Advertising Auction Transparency Standards
Issues standards and guidance to ensure transparency and accountability in digital advertising auction processes.
Invalid Traffic Detection and Filtration
Develops and updates guidelines for detecting and filtering invalid digital traffic to ensure accurate audience measurement.
Standards Development
Establishes and updates measurement standards across media platforms including digital advertising, out-of-home, television, and cross-platform audience measurement.
activities · 2 groups
What they do
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Industry Standards Development and Management 5 activities
- Accredits third-party audience and media research studiesGrants or revokes accreditation to third-party research platforms and studies, including Comscore TV, Nielsen services, ARF DASH, and MRI-Simmons Catalyst, based on compliance with MRC standards.
- Conducts audits and accredits media measurement servicesAdministers an audit system to assess whether media measurement services conform to established criteria for validity, reliability, and effectiveness across digital, out-of-home, print, radio, television, and cross-media platforms. Final accreditation decisions are made by the MRC Board of Directors.
- Develops and maintains standards for media measurementEstablishes minimum disclosure, ethical, and methodological criteria for media measurement services, including final standards for digital advertising auction transparency, out-of-home measurement, and guidance on AI applications in media measurement.
- Provides accreditation status reporting and transparency toolsProduces and maintains a publicly available chart summarizing the accreditation status of major digital platforms across key areas including viewability, SIVT, audience, brand safety, and outcomes, and publishes quarterly updates on accreditation status.
- Provides board representation and governance for member organizationsOffers board representation to approximately 170 members representing media, advertising, and trade organizations to guide media research and measurement standards.
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Professional Development and Standards in Marketing and Communications 1 activity
- Provides educational seminars for membersOffers free education seminars and periodic training sessions to member organizations on media measurement methodologies, research techniques, and rating service methodologies.
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financials · form 990 · fy2024
revenue
Total revenue$3.17M
Contributions & grants$00%
Program service revenue$2.99M95%
Investment income$173K5%
Other revenue$0
expenses
Total expenses$3.27M
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits$2.39M
Grants paid out$0
Largest expense lineCompensation
balance sheet
Total assets$3.85M
Cash$2.90M
Investments$3K
Liabilities$2.85M
Net assets$1.00M
Liquid reserves10.6 mo
5 years on record · 2020–2024 · YoY revenue -1.4%
leadership · form 990 part vii · fy2024
Who runs it
paid leadership · 7
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| GEORGE IVIE | CEO, EXECUTIVE DIRECTOR | 40 | $663K |
| RONALD PINELLI | SVP, DIGITAL RESEARCH AND | 40 | $496K |
| LARIS OLIVERI | MEDIA RESEARCH AUDIT PROJE | 40 | $375K |
| ANTHONY TORRIERI | SVP, ASSOCIATE DIRECTOR | 40 | $279K |
| ALBANA GASHI | EXECUTIVE ASSISTANT | 40 | $188K |
| HANNAH BOLCAR | DIRECTOR, MEASUREMENT AUDIT OPER | 40 | $169K |
| CAROL GONZALEZ | OFFICE & FINANCE MGR | 40 | $158K |
board members · 18
- AARON SABOL — BOARD MEMBER
- AARTI BHASKARAN — BOARD MEMBER
- ALEJANDRA LOPEZ — BOARD MEMBER
- ALEX SARTEL — BOARD MEMBER
- ALEX SONG — BOARD MEMBER
- ALVARO PALACIOS — BOARD MEMBER
- AMANDA WHITE — BOARD MEMBER
- AMY VOKES — BOARD MEMBER
- ANDERS RUNE — BOARD MEMBER
- ANDREW MARCUS — BOARD MEMBER
- ANDY SRIUBAS — BOARD MEMBER
- ANGELINA ENG — BOARD MEMBER
- ANN CASEY — BOARD MEMBER
- ANNA BAGER — BOARD MEMBER
- ANNETTE MALAVE — BOARD CHAIR
- ARIANNA ORPELLO — BOARD MEMBER
- ARUN RAMASWAMY — BOARD MEMBER
- ASHWINI KARANDIKAR — BOARD MEMBER
relationships · 37
Who they work with
- ARF Partner — Accredited the ARF DASH TV Universe Study for its methodological rigor in measuring cross-platform TV audiences.
- ARF Partner — Accredited the ARF DASH TV Universe Study for its television audience measurement methodology.
- Advertising Research Foundation Partner — Accredits the ARF DASH Study for audience measurement research.
- Advertising Research Foundation Partner — Maintains a collaborative relationship with the Advertising Research Foundation (ARF).
- Advertising Research Foundation Partner — Maintains a formal liaison relationship with the Advertising Research Foundation.
- Arbitron Partner — Utilizes Arbitron PPM device in Project Apollo, indicating collaboration on measurement initiatives.
- Certified Public Accountant (CPA) Partner — Collaborates with CPAs in the review and audit of rating service methodologies and data.
- Comscore Partner — Audits and accredits Comscore's digital audience measurement services, including changes in accreditation status.
- Comscore Partner — Conducts accreditation and auditing activities for Comscore's media measurement services.
- Comscore TV Partner — Accredits Comscore TV's national and local time-based grid reports for household and audience estimates
- Google Government — Engages in auditing processes for Google's YouTube measurement platform to assess compliance with MRC standards.
- Google Partner — Engages in auditing activities related to Google's YouTube measurement platform.
- House Committee Government — Supported the establishment of MRC's mission.
- IAB Network — Collaborates on industry guidelines, including support for IAB’s SafeFrame 1.0 specification and audience reach measurement standards.
- MRI-Simmons Partner — Accredits MRI-Simmons' USA studies and Catalyst platform for audience measurement research.
- National Football League Partner — Member organization of the Media Rating Council
- Newsweek Publishing LLC Partner — Member organization of the Media Rating Council
- Nielsen Partner — Accredits and audits Nielsen's media measurement services, including National Television and Big Data + Panel offerings.
- Nielsen Partner — Conducts audits and accreditation reviews of Nielsen's television and digital measurement services.
- Nielsen Audio Partner — Accredits Nielsen Audio's PPM radio audience measurement services.
- Nielsen IBOPE Mexico Partner — Conducts examinations and issues statements on the accreditation status of Nielsen IBOPE Mexico's People Meter Service.
- Nielsen Media Research Partner — Accredits multiple Nielsen services including Television Index, Syndication Service, and Homevideo Index for national and commercial audience measurement
- Outdoor Advertising Assn. of America Partner — Member organization of the Media Rating Council
- Point of Care Marketing Association Partner — Member organization of the Media Rating Council
- Procter & Gamble International Partner — Member organization of the Media Rating Council
- Publicis Media Spark Foundry Partner — Member organization of the Media Rating Council
- Radio Research Consortium Partner — Member organization of the Media Rating Council
- Sistema Brasileiro de Televisão Partner — Member organization of the Media Rating Council
- TelevisaUnivision Networks Partner — Member organization of the Media Rating Council
- Television Bureau of Advertising Partner — Member organization of the Media Rating Council
+ 7 more
strategies · 3
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Cross-Platform Measurement Standardizationmethodology: cross-media_measurement_standardizationBy integrating big data and first-party streaming data and conducting cross-platform research studies, we produce comparable audience estimates across television, digital, and streaming platforms—because standardized, interoperable metrics enable accurate cross-media planning and accountability in a fragmented media landscape.
- Industry Self-Regulation Through Independent Auditsmethodology: self-regulation_with_independent_auditsBy establishing and enforcing standardized audit and disclosure criteria through independent verification, we ensure trust, consistency, and integrity in media measurement across the industry—because self-regulation backed by rigorous auditing prevents unreliable practices and preempts the need for government intervention.
- Member-Driven, Collaborative Standard Settingmethodology: collaborative_standard_settingBy involving diverse industry stakeholders—especially end-users of media research—in the development and governance of measurement standards, we ensure that standards are practical, transparent, and evolve with technological and market changes—because inclusive, consensus-based processes produce more legitimate and widely adopted standards.