- ISpot.tv has received Media Rating Council (MRC) accreditation for its ability to discover, confirm and track national TV ad occurrences across 178 linear and broadcast networks, per details shared with Marketing Dive.
- The TV measurement company’s ad catalog provides transparency for greater than 2 million unique creative spots thus far across 63,672 brands and 179 industries. This is iSpot’s first-ever MRC accreditation, and the primary time the MRC has accredited TV ad occurrence measurement with this granularity and scale, per the discharge.
- The MRC accreditation could help iSpot’s data serve as a baseline for a TV industry that’s moving to adopt alternative currencies and achieve true cross-platform measurement, and comes as the corporate has made several moves to compete with rival Nielsen.
ISpot’s MRC accreditation of its TV ad occurrence catalog is one other big step for the measurement company as it continues to determine itself as a competitor to a beleaguered Nielsen. ISpot’s system helps advertisers confirm, optimize and justify ad investments, with iSpot founder and CEO Sean Muller describing it as “the unshakable foundation” for countless transaction decisions.
“Having trusted, transparent and independently verified measurement starts with with the ability to deliver data — reliably, quickly and at scale — to drive value to your entire media ecosystem as it shifts from program-based measurement to an ad-centric model,” Muller said in an announcement.
ISpot introduced its real-time system for TV ad cataloging in 2012 and has since provided data to brands, agencies and networks on hundreds of thousands of ads for tens of 1000’s of brands. The accreditation helps buy- and sell-side agencies reconcile data around pod placement, competitive juxtaposition and daypart, program and frequency commitments.
While the accreditation doesn’t cover iSpot’s audience measurement service, as Ad Age notes, iSpot measurement is obtainable as a rival currency to Nielsen by NBCUniversal and Paramount, and is utilized by Amazon to measure cross-screen impressions and reach for its Amazon Ads service.
The MRC accreditation is the newest move by iSpot to expand its capabilities and profile. Last week, iSpot was granted conditional certification by the U.S. Joint Industry Committee alongside Comscore and VideoAmp. Earlier this month, the corporate acquired next-generation measurement and attribution company, 605, adding the most important big data panel for measurement in TV. Previously, iSpot entered right into a multi-year partnership with Camelot Strategic Marketing & Media, becoming the popular video and TV measurement partner for the media agency’s clients.
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